Brands Weigh Benefits, Risks of ‘Cause-Related Marketing’

Many for-profit companies are recognizing that partnerships with charitable organizations can be an effective marketing tool that benefits both entities. Known as “cause-related marketing,” the method works because it associates a company or product with a perceived social good, thereby elevating the appeal of the company or product and raising awareness for the charitable cause.

This article details recent examples of cause-related marketing programs and examines the associated benefits, risks and challenges that companies should be aware of.