Nonprofit Marketing

II. Cause Marketing
Cause Marketing is defined as a type of corporate social responsibility, in which a company’s
promotional campaign has the dual purpose of increasing profitability while bettering society.
A similar phrase, cause-related marketing, usually refers to a subset of cause marketing that
involves the cooperative efforts of a for-profit business and a non-profit organization for mutual
benefit. A high-profile form of cause-related marketing occurs at checkout counters when
customers are asked to support a cause with a charitable donation. Cause marketing differs from
corporate giving (philanthropy), as the latter generally involves a specific donation that is taxdeductible,
while cause marketing is a promotional campaign not necessarily based on a
donation.
History
1973 - Congress passed the Endangered Species Act (ESA) on December 14, 1973. This
triggered 7-Eleven making an advanced of $250,000 representing 1-cent from the sale of more
than 2-million Endangered Species Cups to the National Wildlife Federation (NWF) who
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