The Effects of Cause-Related Marketing Appeals on Consumer Purchase and Donation Behavior

Donors to the U.S. Special Olympics were surveyed to determine which buyer considerations in a cause-related market- ing scenario (product, cause and/or price) are most important. Donors are most likely to participate in a CRM promotion for a brand they regularly use, for a cause they are familiar with, and when the CRM brand costs the same or less than the competing brands. In general, younger, more educated adults and women were more likely to participate in CRM promotions. Organizations may be more suc- cessful with CRM programs aimed at these demographic segments.