A study of the American Express Company's Cause-Related Marketing(rtm)

Cause-Related Marketing$\sp\circler$ was introduced in 1981 by the American Express Company. It enables a corporation to contribute to non-profit organizations while increasing its own profits. Although many people in the for-profit and non-profit worlds view Cause-Related Marketing$\sp\circler$ as a symbiotic form of fundraising, some caution that it will harm the altruistic spirit of giving. The examination of Cause-Related Marketing$\sp\circler$ projects of the Lyric Opera of Kansas City, the Statue of Liberty-Ellis Island Foundation and the Lincoln Park Zoo may aid other businesses and non-profits considering such projects. These studies demonstrate several factors which impacted on decisions regarding Cause-Related Marketing$\sp\circler$ for both American Express and the cultural organizations. Although Cause-Related Marketing$\sp\circler$ may be a "win-win" proposition, there are potential pitfalls and projects should be entered cautiously by non-profits.