Cause-related marketing (CRM) enables companies to achieve business objectives and address social issues. In a typical CRM campaign the company will donate a percentage of its profits to its partner charity for each product sold.
Linking a product to a cause can increase sales for the company and enhance customer loyalty. The charity benefits through vital funds and awareness for their cause. Consumers have the opportunity to buy something they want and benefit a good cause at the same time.
To be successful, CRM must be based on a brand – charity partnership that is meaningful and appropriate. WPP companies help their clients to achieve this.