This enthusiasm is easy to understand. CRM is a Two Way Street both sides, business and the community, contribute and both sides benefit. Well implemented and communicated CRM programmes have the potential to bring enormous rewards to all parties in the partnership. A poorly executed CRM campaign can backfire and damage the reputation of the partner organisations and can harm the work of the charity or cause involved. This is in no one's interest.
Consumers are quick to identify any imbalance between the business and the cause it supports.
That is why we have published these Cause Related Marketing Guidelines. The first ever Cause Related Marketing Guidelines have been launched by Business in the Community. The Guidelines aim to help ensure the quality and integrity of partnerships between businesses and charities or causes. These Cause Related Marketing Guidelines cannot be an exhaustive description of how to plan and execute a CRM partnership or programme. The Key Principles of Cause Related Marketing are integrity, transparency, sincerity, mutual respect, partnership and mutual benefit.