Cause related marketing (CRM) is an increasingly popular form of nonprofit/company alliance. The impact of CRM for consumers and companies has been studied, but little is known of the experience from a nonprofit perspective. This research surveyed 154 U.S. nonprofit (NPO) managers with direct CRM experience. Results demonstrate that CRM is a positive experience for NPOs. Outcomes generally meet expectations, and drawbacks are minimal. Overall CRM appears to be a promising method for NPOs to achieve both first order benefits (immediate financial support) and second order benefits (less tangible goals such as developing long term relationships and public awareness).
Basil, D. Z.; Deshpande, S.; and Runte, M., "The Impact of Cause-related Marketing on Nonprofit Organizations" (2008). Partnerships, Proof and Practice - International Nonprofit and Social Marketing Conference 2008 - Proceedings. Paper 21.