Cause-related Marketing (CrM) refers to the collaboration between a company and a non-profit organization. This includes, for example, a corporate campaign that links the sale of a product to a donation for a good cause. Marcus Stumpf and Iris Teufl place the term within the context of Corporate Social Responsibility (CSR) and differentiate it from related concepts. The authors highlight both opportunities and risks associated with implementation and identify the success factors for a targeted use of CrM. Concrete implications for corporate practice are presented. To illustrate, they provide detailed descriptions of CrM campaigns from the perspective of profit-oriented companies as well as social organizations, such as Brauhaus Jever, Erdal/Frosch, the Red Cross, Volkshilfe, and WWF.