Management Tips » Cause Marketing

Cause marketing refers to a marketing effort for social and charitable causes by nonprofits in conjunction with for-profit partners. It is often the result of a partnership with a for-profit corporation. While it does bear some similarities with corporate giving, cause marketing does not involve a specific tax-deductable donation. The first instance of cause marketing occurred in 1976, when the March of Dimes partnered with the Marriot Corporation to market their event. Through their partnership, March of Dimes was able to substantially increase their fundraising efforts, while also generating hundreds of thousands of dollars in free publicity for Marriot.

Read more about cause marketing and why it is important to every nonprofit organization in the articles below.

• Make sure to establish clear objectives
• The power of partnerships
• Cause marketing and individual giving
• Crate And Barrel campaign ties consumers to cause
• 5 aspects of conscious consumers/donors
• Going green tied bank to community
• 4 things we can all learn
• Letting people know you’re efficient
• Partnerships with business are still out there
• Creating a relationship where everyone wins
• 6 reasons a national deal can work
• Getting corporate donors twice basis deductions
• The new corporate philanthropy model
• Cause marketing has multiple elements
• Underwriting your event
• Consumers are increasingly conscious of brands