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Cause related marketing

Aligning your brand with a charitable industry organisation enables you to express your company’s values and in doing so makes you stand out from the competition. CRM is a world-wide trend, driven by consumers’ choice to support socially responsible companies. With social and environmental issues top of mind, many of today’s customers make purchasing decisions based on a company’s reputation and organisational ethos.

Australia has embraced the charitable concept of CRM in the past decade in response to the constant challenge of developing brand loyalty in today’s competitive marketplace. In addition to the value successful CRM can add to your brand and corporate image in the eyes of the customer, your alignment with a cause can also work to boost employee morale and loyalty, making you a preferred employer.

The benefits of CRM can include:

  • Enhanced public perception of your brand
  • Increased sales
  • Positive media coverage
  • Creation of a unique selling point over your competitors
  • Strong incentives for consumers to switch to your brand
  • Increased long-term customer loyalty
  • Improved relationships with supply chain and retailers
  • Improved employee morale and loyalty

Successful CRM

Early examples of CRM often involved donating a percentage of the cost of a product to a charitable organisation and featured a logo on packaging. Today’s consumer is marketing savvy however and requires proof of a genuine and long term commitment to a cause. A CRM campaign should not be mistaken for a sponsorship and is not a donation.

Successful CRM promotes the difference it makes (impact on the cause/need to which it is linked), not the money it raises.

It’s a great feeling to know that one person really can make a difference. Fundraising for the HIA Charitable Foundation is a fun and rewarding way to make a life-changing difference to your colleagues and all industry professionals. In supporting the Foundation through this avenue, your generosity will assist in supporting the Foundation’s selected beneficiaries and make a direct impact on the personal health and well-being issues that sadly occur in the lives of HIA members, their families and workmates.

If you are considering a CRM please contact the Foundation at (07) 3021 8800 or email at