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Cause Related Marketing

In: Handbuch Fundraising

Author

Listed:
  • Marcus Stumpf

    (FOM Hochschule für Oekonomie & Management)

Abstract

Zusammenfassung Cause related Marketing (CrM) lässt sich dem Themenbereich der Corporate Social Responsibilty (CSR) zuordnen. Es bezeichnet die Zusammenarbeit eines Unternehmens mit einer Nonprofit-Organisation. Dazu zählt z. B. eine Unternehmenskampagne, die den Verkauf eines Produktes an eine Spende für eine „gute Sache“ bindet. In der Planung und Umsetzung von CrM-Kooperationen sind der Company/Nonprofit-Fit, die Glaubwürdigkeit und Akzeptanz der Kampagne, die Wahl des Spendenzwecks, der zeitliche Aspekt und die Spendenhöhe sowie die Integration der Stakeholder zu beachtende Erfolgsfaktoren.

Suggested Citation

  • Marcus Stumpf, 2024. "Cause Related Marketing," Springer Books, in: Michael Urselmann (ed.), Handbuch Fundraising, edition 3, pages 215-235, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-33765-0_15
    DOI: 10.1007/978-3-658-33765-0_15
    as

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