Cause-Related Marketing is strategy based on a relationship between a nonprofit organization and a business. Both nonprofits and for-profits are in day-to-day fierce competition to find and keep loyal donors or customers. The purpose of cause-related marketing is two-fold: brand differentiation and fundraising acceleration. It is worth considering now to gain the collaborative edge. In this report, Dr. Charles B. Maclean examines the protocol for ethical cause-related marketing, and how to determine your partnerships.
This research report was originally published in 1999 and is a gift from Dr. Charles B. Maclean of Philanthropy Now.