We're excited to launch a permanent collection of stories for our community to share.
Cause marketing, also referred to as purpose-based marketing or purpose-driven marketing, is a partnership between a business and a nonprofit organization that aligns a brand with a social cause. This type of marketing strategy creates shared value. The business boosts its public image and engages socially conscious consumers, while the nonprofit gains visibility and support for its mission.
Unlike traditional corporate philanthropy, cause marketing is mutually beneficial. It weaves charitable support into campaigns, products, or services to drive both social impact and business results. Whether it's a donation per product sold, joint awareness campaigns, or shared events, the focus is on creating authentic connections between brand values and community needs.
Cause marketing is also closely tied to corporate social responsibility (CSR). As today’s consumers increasingly expect companies to stand for more than profit, CSR plays a growing role in purchasing decisions, loyalty, and brand trust.
For a cause partnership to be effective, the nonprofit’s credibility and values must align with the company’s audience. At Kesem, we center every collaboration around our mission & values, ensuring that each partnership strengthens our work supporting children whose parents are affected by cancer.
At its core, cause marketing is built on trust. When a business aligns with a nonprofit, it must do so with transparency and integrity. The goal is to create real impact, not just boost brand image. That means every campaign must clearly communicate how consumer purchases support the partnered cause.
A strong cause marketing strategy prioritizes ethical advertising. This includes being honest about donation amounts, timelines, and the specific actions tied to a purchase. For example, if a company pledges to donate $1 per item sold, that amount should be consistent and documented. Misleading claims, such as vague promises that “a portion of proceeds” will go to charity without clarification, can damage trust and even violate advertising laws.
Regulatory bodies like the Federal Trade Commission (FTC) and state attorneys general have guidelines in place to ensure cause marketing remains accountable. Companies are expected to:
One example of a well-executed campaign is the long-standing partnership between the shoe brand TOMS and various nonprofit partners. TOMS gained attention for its model of donating a pair of shoes for every pair sold. While the company has since evolved its giving model, it remains transparent in its reporting and clear about its impact, maintaining credibility through open communication and measurable results.
Ethical partnerships like this show that cause marketing can succeed when businesses are intentional, clear, and committed to meaningful outcomes.
Cause marketing is more than a feel-good initiative. When done right, it creates measurable value for both companies and the nonprofits they support. By aligning business objectives with social impact, organizations can drive results that go far beyond traditional advertising or fundraising efforts.
For businesses, cause marketing is a proven way to strengthen brand reputation. Today’s consumers are more likely to support companies that take a stand on social issues. A clear, authentic connection to a cause builds trust with audiences and helps brands differentiate themselves in a crowded market.
These campaigns also boost customer loyalty. People want to feel that their purchases contribute to something meaningful. When customers know a portion of their spending supports a nonprofit they care about, they’re more likely to stick with that brand.
Employee engagement is another key benefit. Cause-driven companies often report higher morale and retention rates. Employees are more motivated when they feel their work contributes to a larger mission.
Ultimately, purpose-driven businesses tend to see increased sales and stronger customer retention. Cause marketing taps into values-based decision-making, a growing priority among younger consumers.
For nonprofits, cause marketing opens the door to wider visibility and sustained support. Partnering with a business allows a nonprofit to tap into new audiences who may not have been previously aware of its work.
These partnerships often bring in more than just donations. They can also include in-kind resources, volunteer engagement, and promotional support, all of which help nonprofits expand their reach and deepen their impact.
A strong cause marketing strategy also lays the foundation for long-term relationships. Corporate sponsors introduced through one campaign may become recurring donors, event sponsors, or strategic partners. When values align and trust is built, these collaborations can last for years, multiplying the benefits on both sides.
To be effective, a cause marketing strategy must be thoughtful, authentic, and aligned with both the business’s brand and the nonprofit’s mission. It's not just about promoting a good cause, it's about embedding purpose into the core of how a company communicates, operates, and connects with its audience.
A successful cause marketing campaign starts with genuine passion. When a business truly believes in the cause it supports, that energy comes through in the messaging, the partnership, and the overall campaign experience. Authenticity builds credibility and trust, both of which are essential for long-term success.
Consumers are quick to spot when a company is using social causes as a marketing gimmick. Inauthentic efforts often feel forced or inconsistent with a brand’s values. They can do more harm than good by making the business appear opportunistic rather than compassionate.
Some common signs of disingenuous cause marketing include:
Authentic campaigns, on the other hand, feel like a natural extension of the company’s purpose. They involve meaningful storytelling, transparency, and long-term commitment.
A strong cause marketing campaign balances heart with strategy. Beyond aligning with a meaningful cause, it should also support clear business goals. Whether the aim is to increase brand awareness, grow customer loyalty, or boost engagement, every part of the campaign should be intentional and measurable.
Best practices include:
Tracking campaign results, such as funds raised, reach, or new donor engagement, helps demonstrate value and refine future efforts. Businesses that take a strategic approach are more likely to see real, lasting impact on both sides of the partnership.
The most successful cause marketing strategies stem from natural alignment. When a brand chooses a cause that reflects its values and mission, the partnership feels more cohesive, believable, and powerful.
For example, a fitness company partnering with a youth mental health nonprofit makes sense, both are invested in health and wellness. That alignment creates trust and clarity for customers, who are more likely to support campaigns that feel consistent with what a brand already stands for.
Misalignment, on the other hand, can confuse or alienate audiences. That’s why it's critical to vet nonprofit partners thoroughly and choose causes that reflect the brand’s story and customer values.
Cause marketing is even more effective when it resonates at the local level. People are more likely to support campaigns that feel personal and relevant to their community.
Businesses can maximize impact by:
By focusing on community engagement, businesses show that their commitment goes beyond brand image. Localized campaigns build deeper relationships with customers and help nonprofits expand their footprint in the areas they serve.
Some of the most memorable marketing efforts in recent years have come from companies that chose to take a stand and partner with nonprofits in meaningful ways. These cause marketing campaigns not only raised awareness and funds but also strengthened brand loyalty by aligning with values that matter to their audience.
1. Kesem’s Corporate Giving Collaborations: At Kesem, our corporate partnerships help fund free summer camps and year-round programs for children whose parents are affected by cancer. Companies that partner with Kesem through corporate giving gain visibility, deepen employee engagement, and support a cause that makes a lasting difference in children’s lives.
2. Dove’s Self-Esteem Project: Dove partnered with organizations focused on body confidence and mental health for young people, including the Dove Self-Esteem Project. Through workshops, educational tools, and advocacy campaigns, Dove positioned itself as a champion of self-worth while promoting its product line. The campaign worked because it tied directly into the brand’s long-standing messaging about natural beauty and confidence.
3. BoxLunch’s “Get Some, Give Back” Campaign: Retailer BoxLunch built its entire brand identity around cause marketing. For every $10 spent, the company donates one meal to Feeding America. This clear, measurable impact is printed on receipts and woven into every customer interaction, creating transparency and trust.
4. Warby Parker’s “Buy a Pair, Give a Pair” Model: Eyewear brand Warby Parker donates a pair of glasses for every pair sold, supporting nonprofits that train people to administer basic eye exams and distribute eyewear globally. This simple, consistent model has contributed to millions of glasses being donated and to Warby Parker’s strong brand loyalty.
Explore more cause marketing examples for a broader look at how brands and nonprofits work together to drive social good.
Businesses looking to create meaningful social impact have a powerful opportunity to support children through a partnership with Kesem. When companies choose to invest in our mission, they’re helping provide free, life-changing programs for children who have a parent affected by cancer, while also demonstrating a commitment to purpose and community.
Whether you’re a large corporation or a growing brand, your organization can partner with Kesem through corporate giving. These partnerships not only fuel our programs but also offer opportunities for employee engagement, brand alignment, and long-term social impact.
In addition to direct giving, organizations can make a difference by attending or sponsoring an event. Events create a space to connect, celebrate, and raise critical funds, all while showcasing your company’s values and commitment to community.
Together, we can create more moments of joy, healing, and connection for the children and families we serve.
We're excited to launch a permanent collection of stories for our community to share.
