to assist the nonprofit organization in raising fund or to benefit the society by supporting a cause. P.R. Varadarajan and A. Menon (1988) have seen Cause Related Marketing in the early stages but absolutely in a projective way. They defined Cause Related Marketing as the process of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue-providing exchanges that satisfy organizational and individual objectives. Kevin Keller and Philip Kotler (2006), in agreement with Varadarajan and Menon Cause related Marketing is that marketing activity that links the firm’s contributions to a designated cause to customers’ engaging directly or indirectly in revenue producing transactions with the firm. On the other hand, "Cause marketing is the action through which a company, a nonprofit organization, or a similar entity markets an image, a product, a service, or a message for mutual benefit of the entity and the cause," writes Marconi in the first chapter of the book Cause Marketing.
Barone, Miyazaki and Taylor (2000) noted that there are actually two approaches to cause related marketing. The direct approach, described above by Varadarajan and Menon, links the size of donation to sales of particular products. An example of this is Bashundara Tissue, recently the commenced a new baby diaper and baby tissue, at eve of the launch, they enunciate to donate tk. 1 from sale of the each product to support the babies’ of the unserved segment of the society. The second approach is indirect, providing no clear link between revenue achieved and size of donation. An example of this is Robi’s supporting the young generation of the Bangladesh to do good cause in their locality and serving a social problem clubfeet born baby with a healthcare organization from England.
Adkins (1999) the pioneer writer to conceptualize the theme and application of Cause Related
Marketing claimed that this tool puts the organization in a win-win situation in the society as it produces the organization as a good corporate citizen. Formally the world has seen the advent of Cause Related Marketing in the early 80s of the last century initiated by American Express Bank. It was actually the brainchild of Jerry C. Welsh, then the chief of worldwide marketing of American Express Company. He declared a plan that promised to a make 5 cent donation to the arts in San Francisco every time someone used an American Express card and $2 every time American Express got a new number. Amazingly, within three months the campaign raised 108,000 US dollar. It was an actually a pilot approach which projected a great success ahead. Later the bank launched different cause related marketing projects in the upcoming years for the causes like restoration of Statue of Liberty, Charge against hunger etc. (Kotler, 2004). However, cause-related marketing remains complex and uncharted territory for most organizations. They have to not only weigh up whether the resources can be justified by measurable returns, but also make decisions about the nature of their commitment. One survey found that over 300 companies had associated themselves with breast cancer charities, the majority of whom became "lost in the sponsorship clutter" (Belch and Belch, 2001). The organizations lost their individual identity. In addition to this, several organizations had chosen causes in which their target markets had no interest and even consider off-putting (Belch and Belch, 2001).

From the consumers’ point of view the trends that thrust the origin of Cause Related Marketing were growing level of education of consumers, skeptical role of business and people tend to respond “good hearted” firms (P. Kotler and A.R. Andreasen, 1995). Customers are more sophisticated now than they were before, so private or service provider organizations are not in a position to cheat them anymore. So customer will choose only those companies who stretch their helping hands toward them just not only acting their social responsible activities. Customer wants the company play important role in the society, and giving back a portion what they pocket from the society. From the business perspectives the trends that laid the foundation for Cause Related Marketing are differentiating factor, gain gratis publicity and enhancing the image (Graham, 1994). Purpose of the organization in devising cause-related marketing is building the brand image; it’s either regain the loose brand image or just establishing a new brand. As nonprofit organizations face decreased government funding and corporate philanthropy, the growth of this strategy presents new opportunities for the both for-profit and nonprofit to establish their brand; gaining popularity and occupying the top of mind of the customer.

Several American studies suggest that cause-related marketing has a significant impact on consumer attitudes and purchase behavior. Longitudinal research by Cone (2002) suggests that 78% of Americans believe companies have a responsibility to support social issues, 92% have a more positive image of companies and products that support causes and 84% would be likely to switch brands to one associated with a good cause, if price and quality were similar. Research by Mohr, Webb and Harris (2001) was less conclusive: 41% of respondents believed cause-related marketing had little impact on their consumption, however, 25% said that cause related marketing was a primary influence on their purchase decisions. This led the authors to conclude that: “a substantial, viable, and identifiable market segment exists that considers a company’s level of social responsibility