it called when you take two businesses and create a cross promotional advertising and/or PR campaign with a not-for-profit or non-profit organization?...

What is it called when you take two businesses and create a cross promotional advertising and/or PR campaign with a not-for-profit or non-profit organization? Or two businesses team up together to jointly support a philanthropic cause to generate positive PR surrounding their businesses, as well as bring attention to an important & relevant issue/cause unique to only those two businesses just because- not as an apology or necessary reaction to any current social circumstances...jQuery20006262451904803832_1528796353991?

"Cause-Oriented PR"