CAUSE MARKETING

Cause marketing or cause-related marketing can be a very powerful marketing model because it involves cooperative efforts between a "for profit" business, a non-profit organization, and the media, which all collaborate for mutual benefit. The reason this is such a powerful model is that the sponsor (for profit business) typically buys media time and space on behalf of the non-profit, rather than having the media provide it for free. This in turn, gives the non-profit much better exposure (reach and frequency) than they would otherwise get; the media gets paid for its time or space; and the sponsor gets the halo benefit of associating with an important cause.

In spite of the fact that it is a multi-billion dollar business and nearly every major corporation practices some form of cause related marketing, there are not a lot of resources dedicated to this growing field. The major force in the profession is the Cause Marketing Forum (see Resources below), which has a Knowledge Center, holds an annual meeting, and offers online telecourses.

	Read more about the background of Cause Related Marketing
	Click here to see Examples and Resources
	Click here to read Articles
	Click here for Books on Cause Marketing