692 The Marketing Book
Cause-related marketing is one highly effec-
tive way of making an organization’s corporate
social responsibility visible. It is a powerful way
of engaging consumers and other stakeholders,
not just on the functional level but on the
emotional level too. Cause-related marketing
does not replace the key requisites of price,
quality and function, but with these in place
cause-related marketing takes the proposition to
another level, the level on which consumers are
expecting to be honestly engaged.
Cause-related marketing, however, has to
be done well and be based on the key prin-
ciples. When it is, cause-related marketing has
the ability to engage stakeholders, add value to
the values of an organization and to the
product or service proposition. Cause-related
marketing can enhance image and reputation, it
can provide differentiation, it can build rela-
tionships and loyalty. Cause-related marketing
can provide a win for the business, a win for the
charity or cause, and a win for the consumer
and other stakeholder groups. Ultimately,
cause-related marketing can provide a visible,
tangible positive impact on the business, the
charity or good cause, and the consumer and
our wider society.
Done well, cause-related marketing is a
powerful and potent tool, but as yet its potential
is not fully leveraged. It provides a compelling
proposition for consumers and other stake-
holders. Despite being a relatively new dis-
cipline whose potential as yet remains untap-
ped, the evidence and track record of its
effectiveness to date are undeniable. Cause-
related marketing has shown itself to benefit the
business, the charity or good cause, the con-
sumer and our communities. Cause-related
marketing not only offers a core marketing
strategy for the future, but can demonstrate
business and indeed marketing at its best. It
provides marketing with the opportunity to
achieve its business objectives whilst at the same
time benefiting a charity or good cause and
making a positive impact on society. Cause-
related marketing provides a rare and compel-
ling combination for business and society.
References
Adkins, S. (1997) The Game Plan, Business in the
Community Qualitative Research, supported
by Research International.
Adkins, S. (1998) Cause Related Marketing Guide-
lines: Towards Excellence, Business in the
Community.
Adkins, S. (1999a) Cause Related Marketing: Who
Cares Wins, Butterworth-Heinemann, Oxford.
Adkins, S. (1999b) The Ultimate Win Win Win,
Business in the Community Quantitative
Consumer Research, supported by Research
International
Adkins, S. (2000) Profitable Partnerships, Business
in the Community Quantitative Research,
supported by Research International.
Adkins, S. (2001) The Corporate Survey III,
Business in the Community, supported by
Research International.
Adkins, S. (2002) Business in the Community
Cause Related Marketing News, Volume 9.
Grayson, D. and Hodges, A. (2001) Everybody’s
Business, Dorling Kindersley/The Financial
Times.
IEG (2001) Sponsorship Report, 20 (24), 24
December.
The Little Internet Factbook (2001) Ipsos Reid,
http://www.angusreid.com
Roddick, A. (2001) Take It Personally, Section 5,
Thorsons.Further reading
Adkins, S. (1997) The Game Plan, Business in the
Community, supported by Research
International.
Adkins, S. (1998) The Cause Related Marketing
Guidelines: Towards Excellence, Business
in the Community, supported by Research
International.
Adkins, S. (1998) The Corporate Survey II, Busi-
ness in the Community, supported by
Research International.