Cause-Related Marketing

Marketing strategy linking purchases of a company's product with fundraising for a worthwhile charity, project, or cause. Cause-related marketing is an effective marketing tool that builds a more positive image for the company or manufacturer while helping a charity gain greater visibility and new sources of funding. In the mid-1980s, for example, American Express offered to donate one cent to the restoration of the Statue of Liberty for each use of its card. According to public record, American Express gave $1.7 million to the restoration, and the campaign produced a 28% increase in card usage.