Definition of cause-related marketing

This is a form of marketing in which a company and a charity team up together to tackle a social or environmental problem and create business value for the company at the same time.  Typically, in cause-related marketing campaigns, a brand is affilated with a cause and a portion of the proceeds from the sales of the brand is donated to the cause.

Example
The term was first used by American Express in a campaign for the restoration of the Statue of Liberty. The company donated a portion of each use of an American Express card for the restoration. Transaction activity increased by 28% and about $2 million were donated by the company. [1]

FT Articles & Analysis

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