A recent study shows corporate communications officers want to do more cause-related marketing. But they're confused about the business of the business.
Poll respondents are split over their reasons for wanting to increase cause-related marketing. Some 40% say it would improve employee engagement, while 50% say it would enhance PR and corporate image; 7% hope to grow sales and 4% want to attract new employees.
If a paltry 7% believe cause-related marketing might grow sales, there is no clear business case for the tactic. Ironically, CRM is directly tied to transactions. Or it should be. What this points up is the need for communications departments and marketing departments to collaborate with regard to cause-marketing programs. After all, reputation, recruitment of talent, and appeal to the consumer are all becoming the same thing.