The trends in sectors

Sue Adkins, Director, Business in the Community, "The CRM Tracker 2003 provides an invaluable insight into the value of Cause Related Marketing. It shows that the actual positive impact on society is significant and allows us to identify and highlight the trends. The findings of the CRM Tracker2003 show that companies are increasingly using the power of their brands to generate significant funds and resources for charities and good causes through CRM programmes."

For more information or photographs of the programmes or to interview Sue Adkins, Director Business in the Community, please contact Laura Small on 020 7566 8796 or on laura.small@bitc.org.uk

Notes for Editors
1. Summary of the key findings of the Business in the Community Cause Related Marketing Tracker 2003 · £58.2 million was raised by 67 businesses benefiting 60 charities and 4 good causes through 82 Cause Related Marketing programmes · £24million of the total amount was leveraged funds through staff, customer and supplier fundraising · Over £16 million worth of gifts in kind were given as part of 24 of these CRM programmes, this includes leveraged gifts in kind from staff, customers and suppliers · Over £10 million worth of staff time was devoted by 11 of these CRM programmes · The total value of leveraged funds has grown from £4.3 million in 2001 to almost £24 million during 2003.
· In 2003, 15 SMEs ran a Cause Related Marketing programme, making a contribution to the total value of impact on charities and good causes of
£550,435
· In 2003 over £25.5 million was raised for health charities through CRM whereby in 2001 this value was £4.4 million · Retailers made a contribution of over £41 million to the total value of impact generated through CRM during 2003, which is 72% of the total. This is compared to £33milion in 2002 · Nearly £9 million was raised for the educational cause through CRM in 2003 whereas over £12.4 million was raised for the educational cause through CRM in 2002 · Over £9.4 million was raised for children's charities during 2003 compared to over £4.4 million raised for children's charities in 2001 and £7.5million during 2002. As a percentage of the total value of impact, this figure has grown from 13% to 16.2% between 2002 and 2003 · In 2003, the top causes to benefit from Cause Related Marketing were:
(The figure shown in the brackets is the position they held in 2002) 1. Health (1) 2. Development (9) 3. Children (3) 4. Education (2) 5. Household poverty (-) · In 2003, the top charities to benefit from Cause Related Marketing were:
1. Cancer Research UK
2. Comic Relief
3. Breakthrough Breast Cancer
4. Breast Cancer Care
5. Barnardos

2. Business in the Community
· Business in the Community is a unique movement in the UK of over 700 member companies, with a further 1600 participating in our programmes and campaigns. We operate through a network of 98 local business-led partnerships, as well as working with 45 global partners.
· Our purpose is to inspire, challenge, engage and support business in continually improving its positive impact on society.
· Membership of Business in the Community is a commitment to action and to the continual improvement of a company's impact on society.
· Our members commit to:
- Integrate, manage and measure responsible business practice throughout their business
- Impact through collaborative action to tackle disadvantage
- Inspire, innovate and lead by sharing learning and experience

Further information about Business in the Community can be found at the website www.bitc.org.uk.

3. The Cause Related Marketing (CRM) Campaign at Business in the Community was established by Sir Dominic Cadbury of Cadbury Schweppes plc in 1995, led by Sue Adkins and is chaired by Tim Mason of TESCO plc with Simon Waugh of Centrica as Deputy Chair. The Campaign is also supported by Avon, Barclays plc, Bettys & Taylors of Harrogate, Cadbury Trebor Bassett Ltd, Cadbury Schweppes plc, Centrica, Dollond & Aitchison, Ford Motor Company Ltd, GWR Group plc, Lever Faberge Ltd, Research International (UK) Ltd, Glaxo SmithKline plc, TESCO plc, Walkers Snacks and The Marketing Society. The Campaign aims to inspire, generate awareness and understanding of CRM promoting a greater quality and extent of programmes, demonstrating the power of brands in partnership with charities and causes, to make a positive impact on key social issues whilst sharing best practice. Through the provision of seminal research, advice, seminars, conferences, CRM and the first ever CRM Guidelines, the Campaign aims to provide the tools to assist in the full and effective consideration, planning, development, implementation and evaluation of CRM strategies.

4. Cause Related Marketing is defined by Business in the Community as "a commercial activity by which businesses and charities or causes form a partnership with each other to market an image, product or service for mutual benefit". It is an additional tool for addressing the social issues of the day through providing resources and funding whilst at the same time addressing business marketing objectives.

5. The Business in the Community Cause Related Marketing Guidelines were first launched in 1998. The Guidelines aim to help ensure the quality and integrity of partnerships between businesses and charities or causes and focus on The Key Principles that must underlie any CRM partnership or programme and The Key Elements in the process that should be followed. These Guidelines provide guidance and support for organisations striving towards excellence in Cause Related Marketing.

Laura Small
Operations and Communications Manager
Cause Related Marketing Campaign
DL: 020 7566 8796

Business in the Community
137 Shepherdess Walk, London N1 7RQ
www.crm.org.uk

Business in the Community is a unique movement in the UK of over 700 member companies. Its purpose is to inspire, challenge and support business in continually improving its impact in the community, environment, marketplace and workplace.
www.bitc.org.uk

Events@Business in the Community
The Cause Related Marketing Campaign was set up in 1995 and is sponsored by a number of leading businesses. Its mission is to generate awareness and understanding of Cause Related Marketing, inspiring a greater quality and extent of programmes.

To find out more about our range of events, research programmes and publications visit www.crm.org.uk