The main reason for getting involved in Cause Related Marketing is not philanthropy.

On the contrary, business gets benefited by linking with charities, at the same time that those charities are benefited as well and so is the consumer. We are talking about a scenario in which everyone wins. Studies show conclusively that CRM campaigns do work - they have an impact on brand affinity and in turn brand equity, as well as consumer perception, loyalty and actual buying behavior. Also, CRM campaigns can have a greater impact on loyal customer spend Han more conventional point-of sale promotions.