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Cause Marketing Glossary

What is cause marketing? We’re glad you asked.

For Momentum’s Cause Marketing Glossary goes well beyond providing a single cause marketing definition. This recently updated compilation of industry terminology offers professionals at all levels a quick glimpse into the ever-evolving world of cause marketing.

Download your free copy of For Momentum’s Cause Marketing Glossary.

This handy reference tool contains the definitions for well over 200 cause marketing industry terms used by savvy businesses and nonprofit organizations. The excerpt below represents a very small sample of the terms and definitions found, including that cause marketing definition you were looking for:

Branded Partnership:  Branded partnership is when two brands form an alliance to work together, creating marketing synergy.  Also referred to as co-branding.

Cause Alliance: An alliance is defined as a close association of groups, formed to advance common interests.  Cause alliances are collaborative relationships between organizations, created to leverage each partners’ assets and capabilities to address shared interests.

Cause Marketing:  A business relationship in which a corporation and a nonprofit form a partnership that results in increased business for the corporation and a financial or marketing return for the nonprofit.   Also referred to as Cause Alliances, Cause Branding, Cause Partnership, Strategic Philanthropy.

Cause Promotions: Corporate provision of funds, in-kind contributions or other resources for promotions intended to increase awareness and concern about a social cause or to support fundraising, participation or volunteer recruitment for a cause. Also referred to as Cause Sponsorship.

Cause-Related Marketing: A corporate commitment to make a contribution or donate a percentage of revenues to a specific cause based on product sales or other consumer activity. Unlike philanthropy, money spent on cause marketing is a business expense, not a donation, and is expected to show a return on investment. Also known as Commercial Co-venture, Transactional Cause Marketing, Proceeds Partnerships or Proceeds Programs.

Community Affairs: The various methods companies use to establish and maintain a mutually-beneficial relationship with the communities in which they operate. Also known as Community Relations.

Community Investment:  Proactive and primarily outcome-driven giving in which a corporation makes gifts that are simultaneously important to the long-term success of the business and serve a critical community need.

Corporate Social Responsibility or CSR:  Corporate Social Responsibility (CSR) refers to operating a business in a manner that accounts for the social and environmental impact created by the business. CSR means a commitment to developing policies that integrate responsible practices into daily business operations, and to reporting on progress made toward implementing these practices. It is the sum of all activities including Cause Marketing, Community Affairs and Responsible Business Practices. Related concepts include Corporate Reputation, Corporate Citizenship, Triple Bottom Line.

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