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


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