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Global Encyclopedia of Public Administration, Public Policy, and Governance pp 1–7Cite as

Cause-Related Marketing

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Synonyms

Cause marketing; Consumer-oriented giving; Social responsibility marketing; Societal marketing; Strategic philanthropy

Definition

Cause marketing is a strategy that develops a mutually beneficial relationship between a firm and a nonprofit organization that involves a consumer transaction wherein the firm will provide some form of donation to the nonprofit organization as a result of the transaction.

Introduction

It has become commonplace to see purchasable products that offer some connection to a cause or nonprofit organization. You might purchase a box of cereal and have the opportunity to mail in a portion of the box top which would provide funds for after-school programs for at-risk youth. You might purchase a scarf at a department store where a percentage of the proceeds from the purchase would be sent to a nonprofit organization fighting against heart disease. You might buy a cup of coffee, and a certain amount of the purchase price would be given to a nonprofit...

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References

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Author information

Authors and Affiliations

  1. Stephen F. Austin State University, Nacogdoches, TX, USA

    Cindy L. Pressley

Authors
  1. Cindy L. Pressley
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Corresponding author

Correspondence to Cindy L. Pressley .

Editor information

Editors and Affiliations

  1. Florida Atlantic University, Boca Raton, Florida, USA

    Ali Farazmand

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© 2016 Springer International Publishing AG

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Cite this entry

Pressley, C.L. (2016). Cause-Related Marketing. In: Farazmand, A. (eds) Global Encyclopedia of Public Administration, Public Policy, and Governance. Springer, Cham. https://doi.org/10.1007/978-3-319-31816-5_2593-1

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  • DOI: https://doi.org/10.1007/978-3-319-31816-5_2593-1

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  • Publisher Name: Springer, Cham

  • Online ISBN: 978-3-319-31816-5

  • eBook Packages: Springer Reference Economics and FinanceReference Module Humanities and Social SciencesReference Module Business, Economics and Social Sciences

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