Cause Related Marketing

Roper Starch Worldwide, a market research company, found that more than 70% of U.S. consumers feel it should be standard practice for companies to engage in cause related marketing. Their study also found that more than 80% of consumers have a more positive image of a company that supports a cause. More than 65% of responders said if price and quality are equal, they will support the company that supports a cause. And more than 85% of employees feel a stronger loyalty when their company supports a cause.

Wikipedia defines cause related marketing as "a type of marketing involving the cooperative efforts of a for profit business and a non-profit organization for mutual benefit. The term is sometimes used more broadly and generally to refer to any type of marketing effort for social and other charitable causes, including in-house marketing efforts by non-profit organizations. Cause marketing differs from corporate giving (philanthropy) as the latter generally involves a specific donation that is tax deductible, while cause marketing is a marketing relationship generally not based on a donation."