Cause related marketing (CRM) is increasingly vital for charities trying to reach their fundraising targets, according to Business in the Community.

Results from the group’s annual measurement, the Cause Related Marketing Tracker found the amount of money raised by businesses through CRM programmes in 2003 up for the third year running. In 2003 it increased 15% to reach £58.2 million for the 64 charities included in the survey. Staff, customer and supplier fundraising accounted for more than £24 million of this figure.

According to the survey, more than 20% of corporate fundraisers thought CRM was vital to their fundraising strategy, while 80% said that CRM had increased in importance over the last two years. The predominant reason for charities to enage in a CRM programme was to raise funds, followed by promoting understanding and communicating new messages and enhancing the brand.