Cross-selling is charity mainstay

I refer to your Special Report “Loyalty bonuses” (MW February 18). It is interesting that the marketing press is one step behind the voluntary sector.

One instance is the use of the acronym CRM, which most community-minded businesses have recognised for several years as representing the term cause-related marketing.

Another is the assertion that customer relationship management should be applied beyond the marketing department.

Again, charities have had to implement a “full-service customer care” approach and have long been into “cross-selling”.

It is only in this way that charities can raise enough money to make a real difference to the people who benefit from our research and support work.

Ellen Ryan

Head of individuals fundraising

British Lung Foundation

London EC1

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here