Cause-related marketing (CRM) has become a widely discussed topic as well as an increasingly important marketing technique. In this paper, the subject is analysed not from the usual perspective of companies, but from the charities’ point of view, focusing on the example of British cancer charities.
The study shows that cause-related marketing has developed in context of a changing business environment and growing customer demand. Its relevance is highlighted with regard to consumer behaviour theories, introducing CRM as an innovative and promising marketing tool.
From the fierce competition in today’s market-place for charities and the changing attitude of donors, emerges the need for new charity marketing techniques. CRM is already widely used in the marketing of cancer-related organisations, as show various examples outlined in the text. However, the potential is not yet fully exploited and some substantial problems remain, especially in terms of company cooperation and missing empirical data.
As a result of the investigation, cancer charities are recommended to extend their CRM activities, to prepare for the arising tasks internally and to communicate their programmes openly to the public. Additionally, extensive future research is suggested to gain more knowledge about the effects of cause-related marketing.
This study comprises comprehensive material from secondary sources, such as books, articles and reports, along with extensive Internet research. Complementary, an in-depth interview provides insight into the work of Cancer Research UK.
The findings of this paper are of special interest for charities and companies alike, as well as for marketing students and lecturers.
Key words: cancer charities, cause-related marketing, charities, charity marketing, donations.
Inhaltsverzeichnis (Table of Contents)
- Introduction.
- Scope and Objectives of the Paper
- Structure of the Study....
- Methodology.
- Secondary Research.
- Primary Research....
- Case Study Approach ....
- PART I-CAUSE-RELATED MARKETING AS A MARKETING TOOL......
- Background and Implications of Cause-related Marketing
- The Rise of Corporate Social Responsibility
- The History and Development of Cause-related Marketing
- The Definition of Cause-related Marketing
- Different Types of CRM Activities .....
- Product Endorsement….....
- Non-sales Orientated CRM
- CRM Advertising and Sponsorship..\n
- CRM Community Partnerships.
- Cause-related Marketing and Consumer Behaviour....
- Maslow's Hierarchy of Needs and the Evolution of Branding
- Motivations and Barriers to Charitable Giving
- Charitable Giving and Cognitive Dissonance
- The Relevance of Cause-related Marketing
- Conclusion Part I.
- Background and Implications of Cause-related Marketing
- PART II - UK CANCER CHARITIES AND CHARITY MARKETING
- Cancer Charities in Britain - A General Overview.
- The Concept of Charity...
- Cancer Charities in Context..\n
- Cancer Research UK.
- Charity Marketing .....
- Objectives and Issues in Charity Marketing..\n
- The Charity Marketing Mix..\n
- An Overview .....
- Promotional Tools....
- The Increasing Competition in Charity Marketing
- Reasons for Increasing Competition in Charity Marketing.
- Areas of Competition....
- Developments in Charity Marketing..\n
- More Sophisticated Marketing.
- Changes in Marketing and Fundraising Techniques....
- Conclusion Part II ..
- Cancer Charities in Britain - A General Overview.
- PART III - THE APPLICATION OF CAUSE-RELATED MARKETING.
- Benefits and Problems for Charities
- Benefits
- Increase in Charity Funds.
- Publicity and Awareness
- The Wide Scope of Cause-related Marketing
- Potential Problems..\n
- Loss of Independence and Reputation
- Exploiting Beneficiary's Dignity..\n
- Problems in the Partnership with Companies.
- Overcoming Problems...\n
- Improving the Partnership with Companies
- Addressing Other Problems
- Benefits
- Case Studies .....
- Cancer Research UK....
- Examples of Other Cancer Charities
- Summary and Recommendations
- Conclusion.......
- Recommendations...\n
- Future Outlook.......
- Further Research
- The Future of Cause-related Marketing.
- Benefits and Problems for Charities
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This dissertation investigates the relevance and application of cause-related marketing (CRM) for British cancer charities. The study explores how CRM has emerged as a vital marketing strategy in a changing business environment, particularly in response to evolving consumer demands. It examines the impact of CRM on consumer behavior, analyzing theories related to charitable giving and its potential for building brand loyalty.
- The growing importance of cause-related marketing in the charity sector.
- The impact of CRM on consumer behavior and charitable giving.
- The benefits and challenges of CRM for cancer charities.
- The role of partnerships and collaborations between charities and companies in CRM initiatives.
- The need for further research on the effectiveness of CRM strategies in the charitable sector.
Zusammenfassung der Kapitel (Chapter Summaries)
The dissertation is divided into three main parts, each exploring different aspects of cause-related marketing and its application in the context of British cancer charities.
- Part I delves into the background and development of cause-related marketing, examining its historical context, various types of CRM activities, and its impact on consumer behavior. It explores consumer motivations and barriers to charitable giving, analyzing how CRM strategies can influence these factors.
- Part II provides an overview of cancer charities in Britain, focusing on their marketing challenges and the changing landscape of charitable giving. The chapter discusses the need for innovative marketing approaches to address growing competition and changing donor attitudes.
- Part III examines the specific application of CRM by British cancer charities, highlighting its potential benefits and challenges. Case studies and examples of successful CRM initiatives are discussed, along with recommendations for improving partnership structures and addressing potential concerns.
Schlüsselwörter (Keywords)
Cause-related marketing, cancer charities, charity marketing, charitable giving, consumer behavior, corporate social responsibility, donations, partnerships, non-profit marketing, brand loyalty, marketing strategies.
- Citation du texte
- Jenny Walther (Auteur), 2002, Cause-related Marketing - Relevance and Application in British Cancer Charities, Munich, GRIN Verlag, https://www.grin.com/document/11330
