Cause Marketing for Nonprofits

Cause Marketing for Nonprofits – Book Review

By: Jocelyn Daw

In this insightful article, the author discusses the challenging business landscape and presents two options for organizations: persisting with conventional approaches or embracing innovative partnerships for brand elevation. Jocelyne Daw’s “Cause Marketing for Non-Profits” provides a vivid portrayal of how non-profits and corporations can collaboratively thrive. The subsequent sections unfold as follows:

What is Cause Related Marketing?

The article introduces cause-related marketing, initiated by Amex in the early 1980s, outlining its four key elements. It emphasizes the collaborative nature between non-profit causes and for-profit corporations, combining assets for shareholder and social value. The importance of focusing on the cause rather than the charity and maintaining a positive campaign approach is highlighted.

Why would you do this?

Understanding the motivations of both corporate and non-profit partners is crucial for successful partnerships. Corporate partners are driven by factors such as employee motivation, scrutiny, social consciousness, and increasing shareholder value. On the other side, non-profit partners seek resources, mission achievement, and relevance to their communities.

How can you use Cause Related Marketing?

The article explores seven different ways to implement cause-related marketing, all starting with the letter ‘P,’ including Product Purchases, Purchase Plus, Licensed Products, Issue Promotions, Cause Promotional Events, Cause Programs, and Public Service Cause Marketing. The emphasis is on aligning these methods with partner motivations and the broader 7Ps framework.

The Framework for Success 

Jocelyne presents a comprehensive seven-step framework for crafting successful cause marketing programs, each beginning with the letter ‘C.’ These steps include Cause alignment, Collaboration in finding appropriate partners, Combining assets, Creating value, Execution, Communication with partners and the public, and Celebrating outcomes. The framework serves as a practical guide for establishing impactful and sustainable partnerships.


This article serves as a valuable resource for organizations seeking to navigate the competitive landscape through strategic cause marketing partnerships. By following the outlined steps and understanding partner motivations, businesses and non-profits can create mutually beneficial collaborations that contribute to the success of all stakeholders involved.

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