Cause marketing: how far can the quid pro quo go?
Cause marketing, also known as cause-related marketing or commercial co-ventures, is a commercial marketing partnership between a business and a nonprofit entity to market an image, product or service linked to a social cause or issue, for mutual benefit. The most typical example is an advertisement =0) || (navigator.userAgent.indexOf(“WebTV”) >= 0)) { document.write(”); document.write(”); } //–> stating that a company will contribute a certain dollar or percentage amount of the product purchased or service used to a specified charity. Cause marketing provides significant benefits to both the charity and the for-profit partner. The most obvious benefit to the charity is that such marketing alliances generate significant revenue for the charity. However, there are additional benefits, including the beneficial impact on the charity’s mission and the enhanced visibility generated for the charity’s cause or message. Marketers are investing in cause marketing to leverage the emotional bo
