Rather than making outright donations, Proctor & Gamble raising funds for the Special Olympics through consumers' purchasing of selected P&G products and MasterCard International linking use of its card to fundraising for institutions working in the area of cancer, heart disease, child abuse and various other health and social programs are examples of:

Question

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Cause marketing involves companies supporting and promoting a cause or charity through their products or services, often by donating a portion of the proceeds from sales to the chosen cause. This is exactly what Proctor & Gamble and MasterCard International are doing in the examples given. Philanthropic marketing refers to more traditional forms of charitable giving, such as outright donations or sponsorships, whereas goodwill marketing and public relations marketing are broader concepts that encompass a range of activities designed to improve a company's image or reputation.

Rather Than Making Outright Donations, Proctor & Gamble Raising Funds