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Third annual cause related marketing competition launched
Howard Lake | 19 June 2003 | News
The Institute of Sales Promotion (ISP) has launched the third annual Cause Related Marketing (CRM) Competition with new charity partner, Wallace & Gromit’s Children’s Foundation.
The competition is designed to encourage greater interest and understanding in cause related marketing amongst sales promotion agencies. Developed in association with Louis Kennedy, it challenges agencies to raise money and increase exposure for an extremely worthy cause by devising a CRM campaign for the nominated charity.
Fewer than 50% of agencies are believed to have experience of any CRM activities, even though research by Business in the Community has demonstrated its effectiveness in driving consumer behaviour.
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All agencies entering will benefit from enhancing their CRM expertise and credentials and will receive a 10% discount off all ISP products and services until December 2004.
Entries for the competition close on 30 September 2003 and will be judged by a panel of CRM experts from major brands such as Woolworths, Ribena, Little Chef, Nestle, Barclays Bank, Tesco, Adams Childrenswear and Warner Bros, as well as charities Comic Relief and Cancer Research.
The winner, to be announced at the annual ISP Christmas lunch on 10 December 2003, will have the opportunity to work with Wallace & Gromit’s Children’s Foundation to develop the winning campaign and in addition, will receive 20% off all ISP Products (including ISP Award entries, ISP Diploma and Certificate entries, social events and Membership Fees) until December 2004.
This year’s charity partner, Wallace & Gromit’s Children’s Foundation is behind the Wrong Trouser’s Event and has the backing of Oscar-winning film-makers Aardman Animation, creators of the Wallace & Gromit characters.
Edwin Mutton, Director-General of the ISP and Chairman of the judges said: “Charities need good creative ideas to help them increase their income and they are increasingly realising that sales promotion agencies are capable of generating highly original solutions that can add an extra dimension to their marketing programmes.
“However, work in the not-for-profit sector is radically different from promoting in the commercial world and as many agencies are inexperienced in this area, charities are limited in their choice.
“It is vitally important for charities that they boost their income and this competition is a superb way for agencies to gain the valuable experience needed to provide this support.”
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.