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Cause-Related Marketing

With the hurricane devastation and tragedies in the Gulf region, I thought it would be good timing to cover Cause-Related Marketing, or CRM.

As we work every day to create new story ideas, public events and community activities, CRM is important. Non-profits are given different parameters in the media than for-profit businesses. For example, a school or religious group that’s having a car wash fundraiser can get their dose of “free press” with public service announcements or calendar listings. The media is more apt to run their press releases and not ones from companies promoting seminars (paid or free). It’s called community service.

CRM is the joining of the two. When businesses partner with a non-profit on a project or event, good PR is often the result. For example, a local company reaches out to a school and starts a mentoring program for a student interested in business. It may sound like a lot of work, but the truth is it can be quite easy. Your initiative can consist of calling the guidance department at the school, asking if a student volunteer would like to participate. All you will likely need is a basic outline of a 4 week or semester program that allows the student to “shadow” you, the company president or a colleague. An occasional meeting and casual conversation is usually all that’s required. It exposes the student to the work environment, and allows the business to develop a media opportunity about the mentoring relationship. Maybe the following year, five people will be on board and the scope can expand. Maybe you’ll start a scholarship program by donating $500 and of course, writing a press release.

Think about Hurricanes Katrina and Rita. They have spawned CRM projects including neighborhood lemonade stands, hair cut-a-thons to benefit Red Cross and United Way, concerts, dance-a-thons, wine tasting parties and plenty more. You don’t even have to create something of your own; you may want to jump on the bandwagon of an existing project or group, like Habitat for Humanity.

Who can you partner with in your community, not just in a time of need but in everyday business that can widen your circle and your PR opportunities?

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