Contents:

Market Drivers The bottom line: CRM improves the bottom line Figure 1: Influence of CRM on purchases, by gender, 2007 9/11 changed the CRM world Figure 2: Attitudes towards CRM before and after 9/11, 2001-02 Concerns about breast cancer drive CRM Concerns about global warming drive CRM CRM and the American spirit The key demographic: Echo Boomers Figure 3: Population, by age, 2002-12 Expenditures and Leaders Expenditures Figure 4: Amount spent by corporations on CRM, 2001-06 Leading companies in the CRM arena Figure 5: 2006 Alloy U Award winners for Top Socially Responsible Brands as recognized by college students Advertising and Promotion Introduction Green initiatives Seventh Generation plants Seed(s) Silk Soy Milk helps farmers Other Green initiatives Breast cancer Lids off for Yoplait KitchenAid cooks for the cure Reebok sponsors Avon Foundation’s walk for Breast Cancer Prevention magazine teams up with the Avon Walk for Breast Cancer Carnival Lines joins in Other initiatives Circuit City gets ‘flashy’ Home Depot supports the troops and keeps its employees happy Subway teams up with the American Heart Association Nike is active Green Mountain teams up with Jane Goodall Washington Mutual co-brands with Catholic charity Boston Market helps local schools Make your own CRM Trends in CRM Ben & Jerry’s: integrated CRM at its best PRODUCT (RED): redefining CRM Exploratory campaigns The Consumer—CRM Purchases Summary Who responds to CRM How consumers learn about CRM How CRM influences purchase decisions Spill-over benefits of CRM Which programs consumers support Who responds to CRM Figure 6: Cause-related campaign purchase influence, by gender, July 2007 Figure 7: Cause-related campaign purchase influence, by children in household, July 2007 Hispanics’ attitudes towards CRM Figure 8: How learned about cause-related campaign, by Hispanic origin, July 2007 Figure 9: Personal attitudes toward cause-related campaigns, by Hispanic origin, July 2007 Figure 10: Appropriate products for cause-related marketing, by Hispanic origin, July 2007 How respondents learn about CRM Figure 11: How learned about cause-related campaign, by gender, July 2007 Figure 12: How learned about cause-related campaign, by children in the HH, July 2007 How CRM influences purchase decisions Figure 13: Reaction to cause-related campaigns, by gender, July 2007 Figure 14: Reaction to cause-related campaigns, by children in the HH, July 2007 Figure 15: Personal attitudes toward cause-related campaigns, by gender, July 2007 Figure 16: Personal attitudes toward cause-related campaigns, by children in HH, July 2007 Which programs they support Figure 17: Cause-related marketing campaigns ever supported, by gender, July 2007 Figure 18: Cause-related marketing campaigns ever supported, by age, July 2007 Figure 19: Cause-related marketing campaigns ever supported, by income, July 2007 Figure 20: Cause-related marketing campaigns ever supported, by race, July 2007 Figure 21: Cause-related marketing campaigns ever supported, by marital status, July 2007 Figure 22: Cause-related marketing campaigns ever supported, by number of children, July 2007 Figure 23: Cause-related marketing campaigns ever supported, by employment status, July 2007 The Consumer—What Consumers Want in CRM Summary What consumers want in a CRM campaign Products that might benefit from CRM partnerships Causes companies should support Figure 24: Causes to support, by gender, July 2007 Figure 25: Causes to support, by race, July 2007 Figure 26: Causes to support, by number of children, July 2007 Figure 27: Causes to support, by level of education, July 2007 A closer look at health issues Figure 28: Health issues to support, by gender, July 2007 Figure 29: Health issues to support, by age, July 2007 Figure 30: Health issues to support, by race, July 2007 Products that might benefit from CRM partners Figure 31: Appropriate products for cause-related marketing, by gender, July 2007 Figure 32: Appropriate products for cause-related marketing, by race, July 2007 Figure 33: Appropriate products for cause-related marketing, by number of children, July 2007 Future and Forecast Future trends Using CRM to get the message out Figure 34: How learned about cause-related campaign, by gender, July 2007 A growth area: CRM and food companies Figure 35: Which types of companies should support CRM, by gender, 2007 Growth areas: CRM and diseases of the elderly, education/child welfare Elderly Figure 36: Population, by age, 2002-12 Figure 37: Health issues to support, by age, July 2007 Education and children’s welfare Figure 38: Causes to support, by children in HH, July 2007 Green CRM will grow Figure 39: Green consumer groups as a share of total U.S. population, 2005 Figure 40: Products purchased by respondents, September 2006 A potential backlash Cause marketing future expenditures forecast to grow Appendix: Trade Associations

Summary:

- Market snapshot - Types of CRM - Who responds to CRM - CRM offers significantly more ROI than other promotional efforts - How consumers learn about CRM and how it influences purchases - Which programs consumers support - Popular CRM initiatives - What consumers want in a CRM campaign - Products that might benefit from CRM partnerships - Looking ahead

Companies Mentioned

- Yoplait - Reebok - Nike - Ben & Jerry’s