CAUSE-RELATED MARKETING UNDER THE LENS OF FUNDRAISING METHODS

Andreea-Angela ?EULEAN ( von?ea) ()
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Andreea-Angela ?EULEAN ( von?ea): Bucharest University of Economic Studies, Romania

Business Excellence and Management, 2019, vol. 9, issue 2, 5-13

Abstract: The nonprofit sector and the organizations that define it are characterized by a particular approach. In this regard, NGOs’ overall activity is strongly influenced by their ability of financing it through a generous palette of fundraising methods. The current paper is centered on one of the most used ones, namely the one of cause-related marketing. In this regard, it could be assumed that it acts as a connecting element between the represented social cause and the financial support that could be obtained through financial means from a corporate entity that decides to integrate its own brand image. Moreover, given the fact that it is transaction-based, the fundraising method under discussion requires the presence of a third-party, namely the one of the consumer that decides to support the social cause represented by the nonprofit organization that involves itself in such a mutually beneficial program.

Keywords: Cause-related marketing; Fundraising; NGO; Donor; Corporate social responsibility (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:rom:bemann:v:9:y:2019:i:2:p:5-13

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