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Breakthrough turns down £1 million CRM offer from Nestlé

Breakthrough turns down £1 million CRM offer from Nestlé

The Independent newspaper reports that Breakthrough Breast Cancer has rejected a cause related marketing (CRM) deal with food company Nestlé for ethical reasons.

Maxine Frith, Social Affairs Correspondent at The Independent, said that the charity turned down the promotional offer “because of ethical concerns over the company’s promotion of formula baby milk in the Third World.”

The donation, which reportedly involved on-pack promotion for the charity, would have been worth about 10% of the charity’s current annual income.

Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world's first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp.

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