In the 1980s, a new form of marketing was born: Cause-Related Marketing (CRM), a hybrid of product advertising and corporate public relations. CRM aims to link corporate identities with nonprofit organizations and good causes. As a tax-deductible expense for business, this form of brand leveraging seeks to connect with the consuming public beyond the traditional point of purchase and to form long-lasting and emotional ties with consumers.

CRM is, first and foremost, a market-driven system. Therefore, a non-profit organization’s chance of obtaining CRM funding hinges on its ability to complement sales messages. That's where we come in.  Motley Media Concepts works strategically on creating a fit between the for profit product or service and the non-profit cause.  Without that bridge, the consumer cannot get behind the campaign and support the non-profit or the company sponsoring the effort.

“Good” Business As Usual

Because CRM is driven by the need to increase a businesses’ return on its investment, causes are selected not on the basis of the potential good that can be achieved but, rather, on the free publicity and increased sales a particular affiliation might bring to the business. Non-profits that do not fit a corporate profile or appeal to the customer group that businesses want to reach are ignored, even if they do vital work, while groups that provide good marketing vehicles receive a disproportional amount of interest. Working Assets is the exception that proves the rule.

In addition, we leverage CRM alliances with larger non-profits may bring so much free publicity and so many public relations opportunities that the business involved saves on advertising and promotional expenses. The business may also gain access to the non-profit’s clientele, staff, trustees, and donors, all of whom are potential customers. Such access makes non-profits with large memberships especially attractive to many companies.

By transforming generosity, compassions and charitable inclinations into a well-functioning branding strategy, companies have arrived at a very successful formula.