QuickStudy: Get up to Speed on Cause Marketing in a Hurry!

Basic Definition

Cause marketing is a strategic marketing partnership that pairs a company or brand with a social cause or cause-related organization for mutual benefit.

Benefits of Cause Marketing for Your Nonprofit Organization:


Growth of Cause Marketing

Cause marketing has grown steadily since 2002 ($816 million) and is predicted to reach $1.61 billion in 2010.  Out of all sponsorship categories, causes are forecasted to enjoy the highest rate of growth (a 6.1% increase) according to the IEG Sponsorship Report.

Consumer Interest

Consumers are increasingly interested in seeing businesses they patronize incorporate cause affiliations with their entire organization, from products they sell to employee involvement.

According the 2010 Cone Cause Evolution Study, 83% of Americans would like to see more of the products, services or retailer they use support worthy causes.  86% of consumers reassure nonprofit organizations that purchasing a cause-related product does not replace their traditional donations to their favorite charity.

The Edelman goodpurpose Study reveals that 63% of global consumers want brands to make it easier for them to make a positive difference.

Types of Cause Marketing Campaigns

Transactional campaigns unlock a business donation upon point of purchase whether via actual product sale or subsequent post-purchase consumer activity.

Digital campaigns utilize online microsites or social media platforms to unlock business donations and/or encourage consumer donations or other online task.

Licensing legally permits the use of an aspect of a nonprofit brand to be used by a company in exchange for a licensing fee. 

Message Focused campaigns can take many formats but focus on utilizing business resources to share a specific cause-focused message. 

Events partner a cause and a company to raise money via runs, walks, celebrations, etc. or raise awareness via clean-ups, health screenings, etc.

Examples of Nonprofit Cause Marketers

Nonprofit organizations that employ a variety of different cause marketing campaigns (also see our Cause Marketing Halo Award winners).

Feeding America offers a national platform for fighting hunger as well as local network for market-by-market activity and tends to emphasize point of sale promotions (view their Corporate Promotions Page).


Susan G. Komen For the Cure has a ubiquitous pink brand identity that adorns products of all types; local Race for the Cure event series and celebrity endorsements (view their Corporate Partners Page).


Kaboom! Partners with local and national corporate partners to build great playspaces for kids around the country (view their Supporting Partners page).


DonorsChoose.org makes it simple for businesses to support their mission of helping public school teachers around the country fund their classroom projects via Gift Card programs, matching employee contributions, and customized giving pages (view their Partnership Center).