Glossary

Partnerships between corporations and charities are constantly evolving. Here is a list of commonly used terms and their definition.

Strategic Partnership

When a nonprofit and a company initiate a relationship that includes multiple elements. Examples include:

• A corporate gift matches individual donations that are solicited online through social networking
• A company does more than write a check to a charity; it gets its employees engaged in the cause as volunteers, advocates and fund raisers
• A call-to-action campaign touches all aspects of development, from online to direct response, from corporate partners to individual donors 

Call-to-Action Campaign

A succinct marketing tagline that engages people to participate in an activity to benefit a cause, such as “Race For the Cure.”

Sponsorship

When a company makes an investment in a nonprofit in exchange for marketing and promotional benefits.

Cause Marketing

When a company promotes a donation tied to sales.

Corporate Giving

When a company makes a philanthropic investment in a nonprofit without the expectation of a marketing or promotional return.