10 of the best cause marketing examples (& how to replicate them)

Cause marketing sounds powerful in theory. Brands partner with nonprofits, customers feel good about their purchases, and meaningful causes gain visibility and funding. In practice, though, it can feel out of reach or overly complicated, especially for organizations without a massive budget, name recognition, or a full marketing team.

Here’s the truth: You don’t need any of that to run a cause marketing campaign that actually works. What you do need is the right structure, the right partners, and a straightforward way to turn good intentions into action.

In this guide, we break down some of the best cause marketing examples and explain exactly how they worked. You’ll learn what made each campaign successful and how to adapt the same ideas for your own organization.

Key takeaways

• Understand what makes cause marketing work 💡 The most successful campaigns combine clear donation mechanics, strong mission alignment, and transparent impact reporting.
• Choose the right campaign structure 📦 From checkout roundups to percentage-of-sales campaigns, the format you choose matters just as much as promotion.
• Focus on partnership, not sponsorship 🤝 Great cause marketing is collaborative, with both nonprofits and businesses playing active roles in storytelling, outreach, and accountability.
• Start small and build momentum 🚀 You don’t need a national rollout. Many effective campaigns begin as local or short-term pilots and grow over time.
• Run campaigns with clarity and confidence 🧈 With Givebutter, nonprofits can track donations, share progress, and create co-branded fundraising experiences that make cause marketing easier to manage and more trustworthy.

What is cause marketing?

Cause marketing is a form of marketing in which a for-profit business partners with a nonprofit organization or cause to raise awareness for a social, environmental, or human rights issue. These partnerships have proven to be beneficial for nonprofits and businesses alike.

More than 69% of consumers say they’re more likely to spend money with businesses that align with their values. For business owners, partnering with a good cause can improve brand perception, increase customer loyalty, and help attract top talent. For nonprofits, these partnerships can expand reach, increase donations, and create opportunities to drive meaningful impact.

⭐ Fun fact: The term cause-related marketing is widely attributed to American Express’s 1983 campaign supporting the restoration of the Statue of Liberty, which helped popularize the model.

More to explore

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Types of cause marketing campaigns

Cause marketing can take many forms, and the best option depends on your audience, resources, and goals. Below are some of the most common cause marketing structures, along with when each works best.

• Branded products or services 👜 Best for ecommerce brands or organizations with a strong visual identity. A portion of each sale supports the nonprofit.
• Product licensing 🧢 A good fit for nonprofits with recognizable brands that businesses can feature on merchandise in exchange for donations.
• Buy-one-give-one campaigns 👟 Works well for product-based companies with a clear, tangible impact tied to each purchase.
• Company-backed donations 💰 Ideal for short-term campaigns where businesses commit a fixed amount or percentage of sales.
• Event sponsorships 🎉 Effective for nonprofits hosting fundraisers, runs, galas, or community events that businesses want to be associated with.
• Checkout roundup programs 🛒 A low-friction and highly scalable option, especially for retail or online checkout experiences.
• Profit percentage donations 📈 Best for long-term partnerships where businesses commit to ongoing impact rather than one-off campaigns.

Dive deeper

Secure more corporate sponsorships using these proven tips →

10 of the best cause marketing examples (& why they worked)

Wondering what some of those campaign types look like in reality? Dive into some of the most memorable cause-related advertising examples from recent years to find inspiration for your next partnership.

1. TOMS: One for One 👟

TOMS has run its “One for One” giving model for more than two decades, donating over 100 million pairs of shoes. The campaign remains one of the most well-known examples of cause marketing to date.  

⭐ Best for: Distributing products to communities in need

🧩 Campaign type: One-for-one campaign

💛 Why it worked: By tying every purchase to a tangible outcome, the impact was clear, and customers were highly motivated to participate. 

2. Comic Relief: Red Nose Day 🔴

Comic Relief has run its Red Nose Day campaign in the U.S. since 2015, helping more than 50 million young people facing poverty. The campaign regularly uses matching donation incentives and collaborations with partners like the Critical Role Foundation and Chuck E. Cheese to expand reach and drive donations.

⭐ Best for: Creative, large-scale social issue campaigns

🧩 Campaign type: Corporate sponsorships, branded product campaigns

💛 Why it worked: High-profile partnerships paired with match incentives motivated donors to participate at scale.

3. JetBlue: Soar with Reading ✈️

JetBlue’s Soar with Reading program encourages kids to read while helping get books into the hands of those who need them most. To date, more than $3M worth of books have been donated by JetBlue and partners, including through exciting book vending machines and free libraries.

⭐ Best for: Product-based impact

🧩 Campaign type: Company donations (products and infrastructure)

💛 Why it worked: The cause aligned with JetBlue’s values and resonated emotionally with families and educators. 

4. Always: Like a Girl 🏆

Always launched its Like a Girl campaign in 2014, and acts as an important reminder of the meaningful impact of cause marketing. The campaign continues to empower girls worldwide through education about puberty and confidence.

⭐ Best for: Brands with a strong product-to-cause connection

🧩 Campaign type: Company donations, education initiatives

💛 Why it worked: There’s a clear link between Always’s product line and cause, making the collaboration feel authentic rather than performative.

5. Light The Night 🕯️

The Leukemia and Lymphoma Society’s Light the Night campaign has raised more than $1B since 1993 to support blood cancer patients and research. This campaign brings together loyal corporate sponsors around a single, highly visible cause.

⭐ Best for: Large-scale events with multiple sponsors

🧩 Campaign type: Event sponsorships, company-backed donations

💛 Why it worked: Businesses were eager to associate with a well-established event tied to their core values or philanthropy goals.

6. Lowe’s and Habitat for Humanity ⚒️

Lowe’s has proudly supported Habitat for Humanity since 2003 through event sponsorship, employee volunteer programs, and financial contributions. The long-term collaboration has helped build affordable housing in communities nationwide.

⭐ Best for: A mix of monetary and in-kind support

🧩 Campaign type: Event sponsorships, company-backed donations, workplace giving

💛 Why it worked: A long-standing partnership builds trust and consistency, leading to real, meaningful impact over time.

7. Dawn: Dawn Saves Wildlife 🧼

Dawn’s brand promise centers on being gentle enough for wildlife, so it makes perfect sense that they’ve partnered with International Bird Rescue and The Marine Mammal Center. Since 1978, Dawn has donated over 50,000 bottles of soap used in more than 200 rescue missions, helping clean and care for 150,000+ marine mammals and birds.

⭐ Best for: Directly supporting a brand-aligned cause

🧩 Campaign type: Product donations

💛 Why it worked: This partnership not only supports animal welfare but reinforces Dawn’s brand claim about the gentle effectiveness of its product.

8. Estée Lauder: Pink Ribbon 🎗️

Launched in 1992 by Evelyn Lauder of Estée Lauder, the iconic Pink Ribbon campaign inspires work towards a breast cancer-free world. Since its inception, the initiative has funded more than $156M in research, education, and medical services. 

In addition, Estée Lauder partners with other beauty and skincare brands to offer branded Pink Ribbon products that include a donation with each purchase.

⭐ Best for: Supporting a deeply personal cause

🧩 Campaign type: Company-backed donations, product licensing

💛 Why it worked: A simple, recognizable symbol rooted in personal meaning created strong emotional resonance with donors and partners, enabling global-scale growth.

9. Warby Parker: Buy a Pair, Give a Pair 👓

Warby Parker’s Buy a Pair, Give a Pair campaign donates a pair of glasses for every pair purchased, expanding access to vision care and childhood learning in low-income communities. To date, the project has distributed more than 20 million pairs of glasses.

⭐ Best for: Aligning a product with a clear philanthropic goal

🧩 Campaign type: Product donations, one-for-one campaign

💛 Why it worked: There’s a tangible link between prescription glasses and education, making the impact easy for customers to understand and support.

10. Patagonia: 1% for the Planet 🌍

Patagonia has committed 1% of sales to environmental preservation and restoration since 1985. Through this philanthropic act, the company has contributed more than $140M in cash and in-kind donations while also encouraging other businesses to make their own 1% pledge.

⭐ Best for: Percentage-of-sales campaigns for long-term impact

🧩 Campaign type: Profit percentage donation

💛 Why it worked: Patagonia has consistently honored its pledge and built credibility over time, inspiring others to take action through the 1% for the Planet movement.

How to build a cause marketing campaign

At the heart of any successful cause-related marketing campaign is the right partnership and a winning idea. Here’s how to turn that foundation into a campaign that benefits both your nonprofit and a for-profit business partner.

1. Find the right partner 🔍

Successful collaborations rely on strong alignment between everyone involved. Choose wisely, looking beyond how well they match your values to what each party can realistically contribute. 

Look for: 

• Shared values and overlapping audiences
• A track record of ethical, community-focused work
• Contributions that support shared goals (reach, resources, storytelling)

Together, craft a campaign message that resonates with your audience and clearly communicates the impact of your collaboration. Aim for a “one-liner” that captures the heart of the campaign, whether that’s supporting environmental sustainability, addressing food insecurity, or expanding access to education. 

💡 Pro tip: If you can’t explain the partnership in one sentence, it’s probably too complicated.

More to explore

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2. Choose the campaign type & donation metrics 📣

Next, decide how support will be generated. The structure you choose shapes the entire campaign experience.

Ask yourself:

• Are we trying to raise money, awareness, or both?
• Do we want quick participation or a long-term commitment?
• What action feels easiest for supporters to take?

If your primary goal is fundraising, a profit percentage may be most effective. For quick wins, consider a branded product launch. And for getting essential resources to your community, a one-for-one product campaign can be effective. 

💡 Pro tip: Simpler donation actions often lead to higher conversion rates. Fewer steps usually mean more impact.

3. Set goals, timeline, & success metrics 📈

Before launching, define what success looks like. Clear goals keep both partners aligned and help prevent confusion later.

Set:

• A realistic fundraising goal
• One awareness or engagement goal, such as reach, signups, or attendance
• A campaign timeline with key milestones

Agree on when funds will transfer, how progress will be shared, and who owns which metrics.

💡 Pro tip: Share progress publicly during the campaign. Visible momentum builds trust and encourages participation.

4. Put roles, responsibilities, & terms into writing 📝

Cause marketing works best when everyone understands their role. Decide upfront who handles promotion, asset creation, donor communication, and reporting.

Capture these details in a written agreement, including:

• Promotion expectations and guidelines
• Data ownership and reporting access
• Disclosure language and branding rules, such as the use of images, trademarks, and logos

Clear documentation protects both parties and keeps the campaign running smoothly.

💡 Pro tip: Defining roles early helps prevent awkward conversations later.

Dive deeper

Build a dream fundraising team that works together →

5. Build co-branded assets & the donation experience ⚒️

Strong cause marketing feels cohesive. Collaborate on visuals, messaging, and storytelling so supporters immediately understand the partnership, the cause, and the impact of their action.

Your donation experience should:

• Clearly explain how funds will be used
• Feel transparent and trustworthy
• Make giving fast and friction-free

Create a single, shareable campaign page rather than sending supporters to multiple links. This keeps everything aligned and makes promotion easier across channels.

From there, build co-branded assets, including social posts, emails, landing pages, printed materials, and video, so both partners tell the same story.

If your campaign involves product sales, tickets, or quick-checkout donations, tools like Givebutter can help you manage payments in one place, with flexible options like cards, Venmo, Apple Pay, and Cash App.

💡 Pro tip: If supporters have to hunt for details or figure out where to give, they’re far less likely to follow through.

6. Pre-launch with your shared audiences 💭

Before going public, warm up your community. Early engagement builds confidence and momentum.

Try:

• Sneak peeks or behind-the-scenes content
• Polls or votes on campaign elements
• Soft launches to email subscribers or social followers

💡 Pro tip: Before launch day, double-check logistics with your partner so everyone is ready. Coordinate messaging across your press and marketing teams to present a unified rollout.

7. Launch your cause-related campaign 🎉

When it’s time to launch, both partners should promote the campaign through email, social media, events, and press where possible, and keep both audiences involved. Look for opportunities to extend your reach with TV, radio, or podcast appearances.

Leverage:

• Both partners’ networks
• Consistent messaging and visuals
• Regular updates 

💡 Pro tip: Cause marketing performs best when both partners promote the campaign equally.

Dive deeper

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8. Share results & keep the relationship going 📝

A cause marketing campaign doesn’t end when donations stop. Closing the loop builds trust, loyalty, and momentum for what comes next.

After your campaign wraps, be sure to:

• Thank donors, customers, and participants
• Share a clear, easy-to-understand impact summary
• Debrief with your partner to review what worked, what didn’t, and what’s next

This is also your opportunity to turn first-time supporters into long-term fans. Follow up with tailored messages, invite people to stay involved, and continue telling the story of the impact they helped create.

Don’t forget your partner, either. Share final results and success metrics, publicly and privately recognize their contributions, and open the door to future collaborations.

💡 Pro tip: Transparent reporting builds trust, strengthens partnerships, and makes future campaigns easier to launch.

Launch your best cause marketing campaign yet with Givebutter

Cause marketing works best when it’s simple, transparent, and rooted in shared values. Whether you’re a nonprofit looking to expand your reach or a business hoping to support a cause in a meaningful way, the right campaign structure can turn everyday actions into real impact.

You don’t need a massive national campaign to get started. Small, well-run partnerships often build the strongest trust and deliver the most lasting results.

Givebutter helps nonprofits power cause marketing campaigns with clarity and ease. From co-branded fundraising pages and real-time progress tracking to flexible payment options and donor management tools, Givebutter gives you the tools to run collaborative campaigns that partners and supporters can believe in.

Sign up for Givebutter for free today to manage your cause marketing campaign more smoothly and create better fundraising experiences from start to finish.

FAQs about cause-based marketing

What is cause-related marketing?

Cause-related marketing is another term for cause marketing. It describes a mutually beneficial partnership between a nonprofit and a for-profit company that uses shared values and goals to raise awareness and boost sales.

Is cause marketing the same as social marketing?

No, they sound similar, but the two serve different purposes. Cause marketing is a collaboration between for-profit businesses and nonprofit organizations to support social causes through fundraising or awareness campaigns. Social marketing, on the other hand, focuses on influencing individuals to adopt different behaviors to benefit the wider world, such as raising awareness of climate change or promoting public health initiatives.

Does cause marketing work?

Yes! Cause marketing can be an effective way to raise awareness, increase donations, and attract new partners or corporate sponsors. There are benefits of cause marketing for businesses as well, as corporate philanthropy can increase customer loyalty, strengthen brand image, and improve employee retention.

What are the hidden costs of cause marketing?

Financially, cause marketing can require some upfront planning. Collaborators may need legal expertise to draft contracts or confirm the proper handling of funds. There can also be social considerations, such as perceptions around spending on advertising rather than directing those funds to impact.

How easy is it to find a cause marketing partner?

Many nonprofits start within their own networks, including board members, donors, and past sponsors. From there, organizations can approach local and national businesses known for their corporate social responsibility (CSR) efforts. 

What’s the best cause marketing strategy for small nonprofits or local businesses?

A significant benefit you have is loyalty and a sense of community, so tap into that with a co-branded event, product launch, or campaign that donates a percentage of sales to your nonprofit. 

Givebutter’s free fundraising pages and donation forms make it easier than ever to create a centralized, co-branded space for your supporters to use. 

What’s the difference between cause marketing & corporate philanthropy?

Cause marketing refers to partnerships that raise awareness for a good cause, while corporate philanthropy centers on direct financial or in-kind support from businesses. While cause marketing may generate donations, its primary focus is visibility, storytelling, and rallying public support.