Document Type

Conference Paper

Publication Date


Publication Details

This conference paper was originally published as Basil, D. Z., Deshpande, S. and Runte, M., The Impact of Cause-related Marketing on Nonprofit Organizations, Partnerships, Proof and Practice - International Nonprofit and Social Marketing Conference 2008, University of Wollongong, 15-16 July 2008.


Cause related marketing (CRM) is an increasingly popular form of nonprofit/company alliance. The impact of CRM for consumers and companies has been studied, but little is known of the experience from a nonprofit perspective. This research surveyed 154 U.S. nonprofit (NPO) managers with direct CRM experience. Results demonstrate that CRM is a positive experience for NPOs. Outcomes generally meet expectations, and drawbacks are minimal. Overall CRM appears to be a promising method for NPOs to achieve both first order benefits (immediate financial support) and second order benefits (less tangible goals such as developing long term relationships and public awareness).