OK, it’s not really new. Cause marketing has actually been around since 1976, when Bruce Burtch designed the first such program, a partnership between Marriott Corporation and March of Dimes. On the very surface, such programs provide the nonprofit with a form of sustainable revenue and the for-profit with a way to present itself as a business that cares about doing good.
But, dig a little deeper and there are actually dozens of benefits that each party can receive. In his book, Win-Win for the Greater Good, more than 30 are listed. (Along with sage advice on how to go about finding good potential partners!)