Cause marketing is a relationship between a for-profit and a nonprofit that brings in money and resources for the nonprofit, while providing credibility and goodwill for the business.

According to the IEG Sponsorship Report, this category grew to $733 million in the US in 2001. There are a number of reasons for that growth. A Cone Communications survey found that:

- 80 percent of Americans have a more positive image of companies that support a cause they care about

- nearly two-thirds of Americans say they would likely switch brands or retailers to one associated with a good cause

- more than half said they would pay more for a cause marketer