Cause Related Marketing Free Essay, Term Paper and Book Report
Cause related marketing can be defined as “a commercial activity by which a business and not for profit organization form a partnership with each other to market an image, product or service for mutual benefit” (Research International). In this mutual relationship both the not for profit take something away from the table so to speak. The corporation gains an image of social consciousness, while the not for profit receives valuable marketing publicity, and, in some cases, money. While cause related marketing provides many benefits for not-for profit organizations, this type of business deal can also prove to be a double-edged sword. Cause related marketing gained notoriety in the early 1980’s when American Express raised money for the restoration of the statue of liberty. American Express donated a penny to the cause each time its credit card was used. As a result, American Express saw an increase in the usage of their credit cards, and in their membership numbers. This project created a surge of interest in cause related marketing endeavors by both not for p......
Word Count: 443
Page Count: 1.7 (250 words a page / double spaced)
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