The Rise of Cause Marketing: Connecting Purpose with Business Success

Nonprofits today face increasing pressure to find sustainable funding sources beyond traditional donations. At the same time, businesses are looking for authentic ways to show their social impact. This creates a perfect opportunity for cause marketing: a partnership that benefits everyone involved.

Done right, cause marketing can create steady funding streams, raise awareness for important causes, and help both organizations grow their reach. But before you can gain the benefits, you need to learn more about what cause-related marketing is and how to create a successful campaign.

What Is Cause Marketing?

Cause-based marketing is a marketing strategy that involves a business and nonprofit working together to support a social cause. It’s a powerful approach that benefits both the business and the nonprofit: the business shows social responsibility while the nonprofit gains resources and exposure.

Cause marketing took off in 1983 when American Express used the term to describe its campaign to restore the Statute of Liberty. They pledged to donate one cent to the Statue of Liberty restoration project every time someone used their card. The campaign raised over $1.7 million and increased card usage by nearly 30% – the very definition of cause marketing success. 

Types of Cause Marketing

Today's cause marketing goes far beyond simple donation pages. Companies build deep, long-term relationships with nonprofits through various partnership models. 

Purchase-Based Donations

When companies pledge to donate based on sales, they create a direct link between consumer actions and social impact. This approach can take various forms. In the one-for-one model, the company would donate, for example, a pair of shoes for each pair purchased. Other companies donate percentages or prefer flat donation amounts, like donating $1 per purchase.

Licensing Agreements

Licensing lets nonprofits monetize their brand recognition by allowing businesses to use their name or logo. The World Wildlife Fund's panda logo appears on sustainable products worldwide, generating revenue while promoting conservation. This cause marketing strategy works well for large, recognizable nonprofits. Be sure to choose partners carefully and have clear guidelines to protect your reputation.

Employee Engagement Programs

Workplace giving is all the rage: Many businesses have volunteer or matching gift programs, which build staff engagement while benefiting nonprofits. Companies typically match employee donations dollar-for-dollar up to a certain amount each year, offer paid volunteer time off to support causes during work hours, or both. 

Why Is Cause-Related Marketing So Popular?

Modern consumers are becoming more concerned about social issues, and they expect businesses to help solve these problems. Research shows that 82% of shoppers prefer a brand’s values to align with their own – and 39% are willing to stop shopping with a brand if it doesn’t measure up. This fundamental shift in consumer behavior has made social cause marketing essential for both businesses and nonprofits.

Social media has also dramatically changed how people interact with brands and causes. Platforms like Instagram and Twitter create transparency, letting consumers voice their complaints and desires to the world in real-time. This visibility means businesses can't just talk about doing good – they must demonstrate real commitment.

Benefits of Cause Marketing

For nonprofits exploring new funding streams, cause marketing offers unique advantages that go beyond traditional fundraising ideas. Let's explore the key cause marketing benefits that make these partnerships valuable.

Increased Funding and Resources

Reliable funding streams are one of the biggest benefits of cause-related marketing: When companies link donations to sales, your nonprofit receives steady support for as long as the campaign is running. Companies also often provide resources like marketing expertise or technology access. 

Wider Reach and Awareness

Cause marketing can expand a nonprofit's visibility because the business has established customer bases and marketing channels. Businesses also usually have more resources, like marketing teams and retail locations that provide physical spaces to connect with new supporters.

Enhanced Credibility

Cause marketing can boost credibility for both organizations involved. Businesses show that they are “walking the walk” and gain trust from consumers who increasingly demand social responsibility. Nonprofits receive validation from established brands that helps attract other donors and partners.

How to Run a Successful Cause Marketing Campaign

Planning makes the difference between a temporary promotion and a lasting partnership. Follow these steps to build cause-related marketing campaigns that deliver real value for everyone involved.

Find the Right Partner

Both organizations should look for partners that naturally align with their mission through their products, services, or values. Research their reputation and past behavior – it predicts how they'll represent your cause. While big companies offer more resources, smaller organizations might provide more personal attention. Local businesses and nonprofits make excellent partners for community-focused causes.

Set Clear Goals Together

Work with your partner to set specific, measurable goals for fundraising, awareness, and engagement, and decide how you'll track progress. Many fundraising sites have tools that allow you to see things like donation amounts, who is donating the most, active times for donations, and more. You can also easily track engagement on social media.

Create Compelling Campaign Materials

The best cause marketing campaigns resonate with both organizations' audiences.  Share real-life stories of the impact your partnership has on your cause, using high-quality photos, videos, and infographics that make your work easy to understand. Create consistent branding guidelines for using both organizations' logos and messaging.

Track and Share Results

Once your campaign is live, measure your donation, engagement, and awareness metrics. Donor insights and data can help you optimize your campaign and raise more money. And be sure to share updates, milestones, and success stories with your donors.

Inspiring Cause Marketing Examples

Now let's explore real partnerships that demonstrate cause marketing's potential. These examples of cause marketing show different approaches that drove meaningful results.

Patagonia Action Works

Patagonia goes beyond traditional cause marketing by connecting customers directly with environmental nonprofits. The company also provides grants, technical support, and visibility to grassroots groups, committing 1% of sales to environmental causes. Patagonia is one of the best examples of cause marketing that creates deeper engagement.

Pampers and UNICEF

Pampers' partnership with UNICEF delivers maternal tetanus vaccines through their "1 Pack = 1 Vaccine" program. For each pack of specially marked diapers sold, Pampers funds one vaccine. Since 2006, the partnership has provided over 300 million vaccines, showing how product-and-cause-related marketing examples can create lasting impact.

Walgreens Red Nose Day

Walgreens partners with Comic Relief US, an organization that uses the power of laughter as a force for social change, to bring Red Nose Day to America. The pharmacy chain sells red noses and collects customer donations in stores, with proceeds supporting the fight against child poverty. 

Fundraise for Your Cause with Donately

Ready to launch your cause marketing campaign? Donately makes it easy to collect and manage your donations. Our platform offers customizable donation forms, the ability to track campaign performance with detailed analytics and donor insights, and automated receipts and reporting that save time.

Start building stronger corporate partnerships today. Sign up for your free Donately account and see how we can support your cause marketing goals.