Cause Related Marketing

Cause marketing or cause-related marketing refers to a type of marketing involving the cooperative efforts of a "for profit" business and a non-profit organization for mutual benefit. The term is sometimes used more broadly and generally to refer to any type of marketing effort for social and other charitable causes, including in-house marketing efforts by non-profit organizations. Cause marketing differs from corporate giving (philanthropy) as the latter generally involves a specific donation that is tax deductible, while cause marketing is a marketing relationship generally not based on a donation.
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a commercial company working (and seen to be working) with a NFP organisation (charity, school etc.) on a mutual business beneficial basis. Unlike Philanthropy, money spent on cause marketing is a business expense, not a donation, and is expected to show a return on investment (see philanthropy) e.g. Tesco giving coupons on sales to be used for school computors.