Cause-Related Marketing(CRM)

Cause-Related Marketing (CRM) is a strategic approach to marketing that seeks to create a positive impact on society by linking a company’s products or services to a specific cause or social issue. It is a mutually beneficial partnership between a corporate entity and a non-profit organisation that helps to raise money for the charitable cause, increase brand awareness, and drive customer loyalty. In the context of UK housing, CRM can be used to address the issues of homelessness and poverty, raise awareness of the housing crisis, and provide support to homeless people and low-income households. It involves creating marketing campaigns that target specific segments of the population with tailored messages and incentives, and engaging in activities such as fundraising and volunteering in order to raise money and support. The primary purpose of CRM is to generate both economic and social value, and its scope can be broadened to encompass a variety of housing-specific initiatives such as providing affordable housing, combatting gentrification, and promoting energy efficiency in