Cause-related marketing,philanthropy, and the arts

Joint fundraising and promotional programs between businesses and nonprofits, often referred to as cause-related marketing, have been on the rise. During the 1980s, many large corporations initiated cause-related marketing programs. Less is known, however, about how widespread cause-related marketing has become among medium-size companies. In the study of 478 medium-size businesses reported here, one-fifth made contributions to nonprofits as part of cause-related marketing programs, and more were becoming interested, but many of the businesses were dissatisfied with the effect of their contributions to nonprofits. Satisfied business participants actively recommended nonprofits to other business owners and intended to increase their own contributions. The authors provide additional insights on business donor motivation through their application of the Seven Faces framework.