On Cause Related Marketing
Sayo Ajiboye, 2004
The big danger of cause related marketing is in the charge that it causes non-profits to divert attention from a pure focus on mandate to pleasing big commercial organizations in the name of CRM. Many have questioned the ethics of non – profits lending its name and reputation to a profit making commercial cause. It has been alleged that it is unethical because such relationships challenges the very base of existence of non-profit, it questions the concept of market failure as the basis for non profit intervention, it blurs the distinction between government, private and non profit organizations; it leads to “cherry picking” a situation where certain causes become the cause celebre… An instance of this is the Breast Cancer campaign which has over 70 major company associated with because of the high incidence of the disease among high income, white, upper middle class women. Compare this to the campaign against domestic violence, AIDS and date rapes. These does not attract such stampede of cause marketers because its incidence is among those with not as high a financial power as those breast cancer campaign and because it will not allow a tapping into the donor dollar and purchasing power of victims (Parker and Selsky, 2004).
The advantage however is CRM taps into the well-researched fact that consumers often wish to link their purchases to issues that matters to them within their community. CRM does not affect only the consumers but it affects even the employees of companies involved by boosting their morale and increasing their loyalty. In other words, CRM is a win-win situation for all involved. Non –Profits and their publics have been given the opportunity to look beyond traditional sources of servicing and procuring solutions to pressing social issues by CRM (Meinhard, 2004).
