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Granted, some cause-related marketing slips below the floor of decency. For instance, when a for-profit company donates to a worthy cause but then spends even more money on advertising to tell others the good it’s done, or when a nonprofit organization misappropriates the gifts it receives.

These unusual cases aside, the notion that cause-related marketing tends to produce mutual benefit does not mean that all of such benevolence is equally good.ÌýFrom the for-profit partner’s perspective, some cause-related marketing practices are better than others.ÌýThe difference tends to be a function of how strategically a firm approaches its philanthropy, which can be separated into three distinct categories of cause-related marketing: Good, BetterÌýand Best.