CAUSE RELATED MARKETING

A joint marketing venture between a non-profit and a business or corporation, providing benefits to both. The non-profit normally provides the "cause," a positive image, and direct or indirect access to consumers. In return it receives greater visibility, financial support and/or donated goods and services. The corporation normally provides the non-profit with increased visibility, financial support and/or donated goods and services. For doing so, it gains a positive association with the non-profit cause and image, access to consumers and an increase in sales/revenue.