Cause Marketing


Doing Good (Really) Means Doing Well

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.

The Rosica agency pioneered cause-related marketing, creating partnerships between its clients and relevant causes beginning in 1980. Many of those campaigns transformed our clients into well-known brands, and the causes they supported reaped the rewards due to increased awareness and funding.

The Power of Doing Good

In 2012, agency President Chris Rosica’s second book was published, The Business of Cause Marketing (Noble Press). In this step-by-step guide, Chris makes the cause marketing case and outlines smart strategies for selecting and collaborating with ideal charity partners. One recent study shows that nearly 80 percent of people are more likely to buy from a company that supports a non-profit organization. Cause marketing, when done right, benefits both the non-profit and the for-profit, corporate partner. For the non-profit, cause marketing can mean increased fundraising, expanded volunteerism, brand awareness, public and political support, advocacy and more. Corporations can see an increase in sales, heightened brand awareness, the ability to stave off or prevent a crisis, stronger customer and employee loyalty, and a fortified image.

Strategic cause marketing creates a story that can serve as the basis of a successful media relations or public relations campaign, told through both traditional, social media and other online PR outlets. When executed correctly, the campaign’s story evolves and keeps the campaign alive, fostering improved internal and external communications, boosting the company’s reputation and strengthening their position or standing in the community.