A strategic positioning and marketing approach that links a company or brand to a relevant social cause, for the mutual benefit of sponsor and sponsored. The term was copyrighted by the American Express Corporation and it specifically refers to promotional programmes that link charitable contributions to sales of a specific good or service bought with a credit card. A certain percentage of the purchase price of a good or service is contributed to a defined charity. In a broader sense, the term has also come to mean the sponsorship of causes by major corporations, or groups of corporations, which enables the company to associate its brand with a worthy cause. As business ethics and corporate responsibility climb higher up the agendas of major companies, cause-related and not-for-profit marketing are taking on new dimensions of importance. See also charity (or not-for-profit) marketing.