Talbots, the women’s apparel retailer, announced last week that it’s partnered with Dress for Success to support the nonprofit organization’s “Going Places. Going Strong” initiative. Through March, Talbots will be accepting donations of women’s professional clothing at its more than 8,000 stores across the country. In addition, select Talbots stores will be hosting charity shopping events where a portion of (or all) proceeds will be donated to Dress for Success.

Dress for Success is a nonprofit organization whose mission is to promote the economic independence of disadvantaged women by providing professional attire, a network of support and career development tools to help women thrive in the workplace and in life.

“Talbots believes that every woman should have the tools and the opportunity to be successful, and through our partnership [with Dress for Success], we’re proud to help disadvantaged women achieve their dreams,” it says on the Dress for Success website. “Our annual program involves a national marketing campaign and chainwide events, leadership and mentoring, charitable contributions, clothing donations, and a grant program.”

Talbots is the latest retailer to leverage cause-based marketing — i.e., attaching your business to a philanthropic endeavor or social cause. The strategy makes sense on a couple of levels: one, you realize the joy that comes from helping the less fortunate and, two, it helps to grow brand awareness and, ultimately, sales. Think of retailers that have become synonymous with charitable causes, from Kmart and the March of Dimes to Walgreens support of the Susan G. Komen breast cancer foundation to TOMS Shoes donating a pair shoes to children in need for every pair purchased on its site.

It’s time to recognize these brands for their good deeds, support them with our business, and follow in their footsteps. Make it a point to think about what you and/or your company can do to help those that are less fortunate. It may just lift your business to new heights.