Journal of the Canadian Institute of Marketing Le Journal de l’Institut Canadien du Marketing Cause Related Marketing (CRM) Cause Related Marketing is

simply marketing with a worthy cause. Together, these powerful alliances (not-for-profit organizations and companies) can success-fully work together with unique marketing tools to influence change and create better solutions. CRM is a form of marketing that uses various strategies, tools and traditional advertising meth-ods to change attitudes, per-ceptions and behaviours as they relate to social issues. Non-profit organizations and companies form alli-ances to market images, ser-vices and products. Seventy-eight percent of people have a more favour-able view of a company that contributes or sponsors a cause that they think is wor-thy. For instance, people are more likely to be interested in a company that is con-tributing to cancer research than one that is contributing to bug research! Now who’s to say that bug research isn’t worthy? People decide if it’s a worthy cause. And if it doesn’t affect the “people”, who’s to say it’s worthy? The Prince of Wales was once quoted as saying; “Business in partnership with charities and causes can play a vital role in the regeneration of communi-ties. ” Cause Related Market-ing is an exciting concept where both business and charity (or good causes) can benefit. It also attracts new sources of funds, resources and support. Social Marketing: (SM) “Social marketing is the strategic use of commercial marketing principles and techniques to address social issues such as health care. It is an innovative and poten-tially powerful tool to im-prove the lives and well-being of individuals, create environments that support social objectives, re-orient social services to be cus-tomer-driven, develop social capital, lead to improved public policies, and ulti-mately, achieve socia