We call it strategic philanthropy. Two of the more popular names are cause-related marketing or community partnering.
No matter what you call it, strategic philanthropy is a positioning that connects your company with a not-for-profit organization or cause. In this way, while you are being helpful and working for the common good in your community, your business is receiving parallel benefits.
These benefits include exposure, lead generation, employee retention and increases in performance and productivity. They can even include benefits to your bottom line.