The Relationship Matters

Paul Jones, who writes for the cause-related marketing blog shared some lessons he's learned from bad CRM pitches by PR agencies. One of the lessons is to make sure to "think hard about the relationship you're proposing." This made me reflect on Kiva and small businesses.

Kiva is the perfect fit for a small business cause-related marketing campaign. Kiva incorporates so many causes - poverty, human rights, sustainability - so it's sure to strike a chord with almost every passion. However, Kiva's secret sauce is that it provides a unique connection for a business person to help another business person. I don't know too many other organizations, on a CRM level, that can appeal to such a broad spectrum of small businesses.