Cause-Related Marketing

Sometime refered simply as "cause marketing", cause-related marketing or CRM may be defined as a joint activities of a for-profit business with a non-profit charity or cause, intended for mutual benefit. For the business, it is a type of marketing to promote the company's image, product or service. For the non-profit organization, it helps promote the cause and is a method to raise fund. CRM is generally considered to be different from corporate philanthropy because the corporate dollars involved in CRM are not outright donations to a non-profit organization, hence not tax-deductible.

Cause marketing can take on many forms, including:

Product, service, or transaction specific

Promotion of a common message

Product licensing, endorsements, and certifications

Local partnerships

Employee service programs

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