Cause Marketing
Cause marketing is a partnership between a nonprofit and a for-profit business where both benefit — the business gains goodwill, and the nonprofit gains exposure and funding.
Cause marketing is a collaborative partnership between a nonprofit organization and a for-profit company where the business promotes a social cause alongside its products or services. Both parties benefit — the business builds brand goodwill, and the nonprofit gains exposure, funding, or both.
Why It Matters for Fundraising
Cause marketing partnerships can generate significant revenue and awareness without requiring direct donor solicitation. When a company donates a percentage of sales or runs a co-branded campaign, the nonprofit reaches customers who might never encounter their work otherwise. These partnerships can also lead to corporate sponsorships, employee giving programs, and long-term relationships.
How It Works
Common cause marketing models include percentage-of-sales donations, co-branded products, point-of-sale donation prompts, and sponsored events. Successful partnerships align the company's brand with the nonprofit's mission authentically. The best cause marketing feels natural, not forced — customers should see a genuine connection between the product and the cause.