4 Guiding Principles for Cause-Related Marketing and Commercial Co-Ventures

Partnering with commercial businesses can be a great way for nonprofit organizations to fundraise.  Over the past decade, cause-marketing relationships between nonprofit and commercial businesses have grown exponentially in popularity.   Campaigns like Yoplait Save Lids to Save Lives, Dove’s Campaign for Real Beauty, American Express’ The Members Project, Nike’s Livestrong Bracelets, and The Gap’s Product Red are all great examples of long-term cause marketing relationships that have helped generate millions of dollars for their respective charities.