A New Frontier in Development? The use of cause-related marketing by international development organisations

Roberta Hawkins

Third World Quarterly, 2012, vol. 33, issue 10, 1783-1801

Abstract: This paper examines cause-related marketing (crm) initiatives where the purchase of a product by a North American consumer triggers a donation from a corporation to an international development organisation. crm is quickly gaining in popularity within the non-profit sector. It is now a common means for raising funds and awareness and as such has been deemed a ‘new frontier in development aid’ yet this ‘new frontier’ has received little academic attention outside of the business management and marketing literatures. The paper extends these literatures using insights from development studies. This approach is used to analyse empirical research on the use of crm by development-focused organisations in North America. The paper argues that the crm model raises particular challenges within international development that require further analysis. These challenges include the coupling of development funding to consumption and the simultaneous marketing of products and development causes as a means of awareness raising.

Date: 2012
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DOI: 10.1080/01436597.2012.728315

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