What is Cause-related Marketing?

Cause marketing, also referred to as cause-related marketing, corporate responsibility, corporate philanthropy, and corporate social responsibility, is a public relations practice that links for-profits with not-for-profits for mutual benefit. The non-profits benefit from cause awareness and media relations, while the corporation receives visibility that results in goodwill, positive employee relations, customer loyalty – and sales.

Embracing a cause makes good business sense. Nothing builds brand devotion among today’s increasingly hard-to-please consumers like a company’s proven commitment to a worthy cause. In fact, most people prefer to do business with a company that stands for something beyond profits.


Cause-related marketing can become a cornerstone of your marketing plan. Your cause-related marketing activities should highlight your company’s reputation within your target market. Cause marketing can positively differentiate your company from your competitors and provide an edge that delivers other tangible benefits, including:

• Increased visibility and sales
• Improved customer loyalty
• Enhanced company image
• And a media relations advantage

By selecting a charity you are passionate about, cause-related marketing can be emotionally and economically rewarding. It is a way to build a business that parallels your personal and corporate values and beliefs. If your cause also resonates with your target audience, your activities will create tremendous goodwill and media attention.

Fact: Cause-related Marketing Builds Customer Loyalty and Good Will.

In a text book PR program that is still used as a case study in university marketing classrooms today, Rosica worked with Famous Amos Cookies to develop grassroots media events, a spokesperson tour and a strategic cause marketing tie-in with Literacy Volunteers of America to tell the brand’s story and maintain visibility. When purchased in 1998 by Keebler, The Famous Amos brand, which began with no advertising budget, was valued at $200 million.

“Rosica executed a truly classic PR campaign…one of the most successful campaigns in the history of the food business.”
- Snack Food Magazine

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Media Event Rosica Created For
Revlon's Cause Marketing Program

The Power of Giving

Cause Marketing:

• Increases sales & customer loyalty
• Improves employee morale & dedication
• Interests media
• Inspires others to get involved
• Impacts our world positively

  According to recent studies, nearly three quarters of the U.S. population, particularly women, prefer to do business with socially responsible companies