Pairing businesses with non-profits to produce mutually beneficial results

Cause marketing, or cause-related marketing, is a public relations strategy that forges an alliance between a for-profit corporation and a non-profit organization (or “cause”) for mutual benefit. Simply stated, cause-related marketing is a strategy by which doing good means doing well.

Rosica founder John Rosica was a pioneer in cause-related marketing, creating tie-ins for his clients with relevant causes. Many of those campaigns transformed Rosica’s clients into well-known brands, and the causes they supported reaped huge benefits in increased awareness and funding.

The Power of Doing Good

Today, under the leadership of President and CEO Chris Rosica, cause marketing continues to be a powerful strategy for Rosica clients. In his forthcoming book, The Cause Marketing Handbook, Chris discusses how to select the ideal cause partner and why embracing a cause makes good business sense. One recent study shows that nearly 80 percent of people are more likely to buy from a corporation that supports a non-profit organization. Cause marketing, when done right, benefits both the non-profit and the corporation. For the non-profit, cause marketing can mean increased fundraising, expanded volunteerism, brand awareness, public and political support, advocacy and much more. Corporations can see an increase in sales, heightened brand awareness, the ability to stave off or prevent a crisis, and stronger customer and employee loyalty.

Strategic cause marketing creates a story that can serve as the basis of a successful media campaign, told through both traditional media and online. When done correctly, the campaign’s story evolves and keeps the cause related campaign alive on a continuous basis.