Date Added: Jan 2011
Cause-related sponsorship is a strategic positioning and marketing tool that links a company or brand to a relevant social cause or issue for mutual benefit. According to the International Events Group (IEG), spending on cause marketing is projected to increase 7.5% in 2004 to $991 million. Nonprofits benefit from cause marketing because they get needed financial help, technical assistance and volunteers, among other things. For corporations, supporting a cause can influence consumer buying behavior and loyalty and is a way to differentiate a company or a brand by taking on a social issue.