The service aims to combine the BITC's new series of Cause-Related Marketing Masterclasses with top level advisory services. It offers access to an exclusive network of award winners and CRM professionals and practitioners to share information and experiences, as well as learning from best practice examples.

A unique CD-Rom, "The Business and Charity Case for Cause-Related Marketing" is also incorporated into the service, covering the essentials of CRM and illustrations of best practice.

Sue Adkins, director of BITC, says: "The report highlights the positive impact of Cause Related Marketing on brand equity and brand affinity and actual consumer buying behaviour. To reap the rewards, business and charities need to integrate their Cause Related Marketing programmes into their marketing and fundraising strategies.

"The CRM Premium Service provides access to key learnings, information and expertise as well as the opportunity to share and discuss hot topics and inform the debate. The service aims to help to support the quality and success of programmes, for the benefit of all."