Explain cause-related marketing. Cause-related marketing is the cooperative effort between a for-profit firm and a nonprofit organization. It is different from philanthropy, which is a specific, tax deductible donation. Cause-related marketing is very popular because it can enhance the reputation of the corporation and also make additional profit for the company.

Sometimes companies have abused cause-related marketing and received much greater benefits than the nonprofit that has supposedly been helped. These cases are a small minority.

1. Why are more firms jumping on the cause-related marketing bandwagon?

2. Explain the controversy surrounding some cause-related marketing.

3. What are some questions that consumers should consider before participating in a cause-related campaign?