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Latest stories from the field
January 5th, 2009, Veron Janssen
December 22nd, 2008, Clementine Noblecourt
December 18th, 2008, Ousmane
Cause Related Marketing
Cause-related marketing, or CRM, uses marketing tools and other methods to join corporate interests to the objectives of non-profit organisations. We use CRM through our customer networks to encourage donations and raise awareness for WFP. Over the past five years, CRM activities raised €1.7 million for WFP.
One of the main CRM activities has been to produce charity stamps for the WFP at Christmas time in the Netherlands. Ten cents of every WFP stamp is donated to the WFP.
TNT also has a successful partnership since 2003 with ReCell which encourages Dutch mobile phone owners to donate second hand mobile phones to the WFP, with TNT providing the logistics.
CRM links the sale of a company's products or services to support a good cause creating a win-win-win situation:
- The company wins because it makes a sale and shows its corporate social responsibility;
- The cause wins because it gets a portion of the profit as a donation and,
- The customer wins because he/she gets the satisfaction of supporting a good cause while fulfilling a personal need.
Projects in 2008
Projects overview
Send a shipment - Make a Difference
Between now and January 31st 2009, TNT will donate...
Projects in 2007
Projects overview
Books for Food: second-hand books become humanitarian tool
The Dutch website Mijnboekensteun.nl (‘My...
Latest Project
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Send a shipment - Make a Difference
Between now and January 31st 2009, TNT will donate €2 to the World Food Programme for every shipment that is send using their morning delivery services. more