Cause related marketing

Cause-related marketing partnerships with charities are more likely to persuade customers to buy a brand than tie-ups with sport, music and fashion, according to a survey of 10,000 people. As reported in Third Sector magazine, 27 February 2008, researchers asked people to select potential partners which were most likely to affect their purchase. Eight of the top 10 responses were not-for-profits.

And according to Business in the Community, 81% of people are more likely to buy a product that is associated with a cause they care about. As such, it makes sense to associate your product or brand with a trusted name like the NCT. Depending on your brand and product, opportunities exist for use of the NCT logo in conjunction with your promotional material and product.

How we define CRM at NCT:

NCT views cause related marketing as a commercial activity by which a business and NCT forms a partnership to market an image, product or service for mutual benefit – typically enhanced sales for the business and revenue for the charity. It is a very visible way of demonstrating a company’s commitment to corporate social responsibility more generally and achieves scale by using the marketing mix and involving customers.

How we value and promote CRM relationships at NCT:

NCT believes that a successful CRM relationship requires the input of resources on our part commensurate to the level of income the relationship is likely to yield.

NCT has a wide range of marketing opportunities that can be utilised to promote and celebrate any CRM relationship to the core target audience of the partner company. These range from distribution of pre printed materials, web-based marketing, e-marketing, and advertising in UK-wide and locally produced magazines.

For guidance purposes only, based on past initiatives and to maintain our brand value, NCT requires any CRM relationship to possess the realistic potential of yielding an annual return of circa £25,000 per annum. This in turn is based on the rationalised projected sales volumes of the product / service in question.

On a proportional basis, NCT will invest 22% of the likely return in marketing the relationship through the implementation and account management of a mutually agreed marketing programme. I.E A CRM relationship valued at £25,000 will attract an approximate investment from NCT of £5,550 for marketing purposes.

Contact the commercial team at commercial@nct.org.uk to find out more.