Unlike public service announcements or corporate philanthropy, Cause Marketing is when a Not-For-Profit organization teams up with a For-Profit company to further a good cause – but the For-Profit partner makes a profit while helping.

It’s a contentious strategy – as most people don’t like to hear the word “profit” in the same breath as “charity.” But this new marketing strategy depends on profit to survive. 

We’ll tell the story of how Cause Marketing began in the 1980s, how Bono’s RED organization learned a hard lesson about cause marketing, and how several big corporations teamed up with worthy causes to make the world a better place.

While making their balance sheets better at the same time.

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