The Growth Of Cause Marketing: Past, Current, And Future Trends

When American Express launched a campaign in 1984, pledging to donate a penny to the Statue of Liberty restoration project for each cardmember transaction, the promise of cause marketing caught the attention of both nonprofits with fundraising needs, as well as marketers seeking to enhance corporate image while maximizing sales and profits. Since that time, cause marketing (also known as cause-related marketing, cause-brand partnerships, or cause tie-ins) has been the subject of continuing debate and change, while growing in importance and prevalence. The current paper provides an examination of the debate as it has evolved, of the methods and strategies that have been popularized and criticized, and of the outlook for the future of cause marketing. All of these topics will be considered from the varying perspectives of the parties involved in cause marketing: the consumer, the corporation, and the nonprofit organization. In particular, the implications of some newly identified developments will be discussed, together with an assessment of specific opportunities and obstacles that lie ahead