Altruism. Corporate responsibility. Philanthropy. These are often used to describe cause-related marketing, an activity in which businesses join with charities or causes to market an image, product, or service for mutual benefit.

Embracing a cause makes good business sense. Nothing builds brand loyalty among today's increasingly hard-to-please consumers like a company's proven commitment to a worthy cause. Other things being equal, many consumers would rather do business with a company that stands for something beyond profits.

Cause-related marketing
can become a cornerstone of your marketing plan.

Your cause-related marketing activities should highlight your company's reputation within your target market. Cause-related marketing can positively differentiate your company from your competitors and provide an edge that delivers other tangible benefits, including:

• Increased sales
• Increased visibility
• Increased customer loyalty
• Enhanced company image Positive media coverage

By choosing a cause you are passionate about, cause-related marketing is emotionally fulfilling. It's a way to merge your profit center with your "passion center" and build a business that mirrors your personal values, beliefs and integrity. If your cause also resonates with your target market, your activities will generate tremendous goodwill and media attention can be its side effect.