Home > Our Services > Cause-Related Marketing           What is cause-related marketing? Cause-related marketing is a partnership between a business and a non-profit organization with the objective of marketing the business’ image or product while raising funds and creating awareness of the non-profit. This type of marketing differs from corporate philanthropy because the business does not provide an outright gift to a nonprofit. In cause-related marketing, both parties have a defined arrangement with the outcome mutually benefiting both groups.   As a leader in cause-related marketing, Lovell Public Relations has worked on behalf of both businesses and nonprofits to create and implement several award-winning campaigns. The agency participates in all stages—from locating an appropriate partner to evaluating the program—and is an invaluable resource for all of the legal and organizational issues that are part of such a partnership.   Businesses and Cause-Related Marketing It is a fact that most consumers are more likely to buy a product associated with a good cause. In addition, employees have increased morale when they work for an organization that is philanthropic.   Lovell Public Relations can help a company implement a successful cause-related marketing initiative by:   Locating a partner that aligns with the company’s mission Defining the partnership arrangement Negotiating the partnership and securing a commitment Creating an event or campaign Managing the cause-related marketing project Implementing an employee volunteer component Developing collateral and media materials Securing media interest Monitoring and evaluating the program   Nonprofit Organizations and Cause-Related Marketing With an ever-changing economy, nonprofits need to continuously explore new methods for raising funds. In approaching the corporate world, non-profits are most successful when they take a business approach.   Lovell Public Relations can help a non-profit implement a successful cause-related marketing initiative by:   Developing an event that is appealing to potential sponsors and the media Creating a sponsorship package that appeals to the corporate world Identifying potential sponsors that complement the non-profit’s mission Negotiating the partnership and securing the parties’ commitment Securing a celebrity spokesperson Managing the cause-related marketing project Developing collateral and media materials Securing media interest Monitoring and evaluating the program   Back to top             As a leader in cause-related marketing, Lovell Public Relations has worked on behalf of both businesses and non-profits to create and implement several award-winning campaigns including Buckner Orphan Care International’s Shoes for Orphan Souls, an international initiative.