We’re inclined to think of cause marketing as a big brand aligned with a national nonprofit in a massive media campaign. Think Coca-Cola’s fundraising for polar bears with the World Wildlife Fund or Yoplait’s “Save Lids to Save Lives” for the Susan G. Komen Breast Cancer Foundation. Most of the time these advertising efforts are smart, effective – and very slick.
There are, however, many cause marketing campaigns that aren’t huge, polished affairs. What these smaller – more grassroot – cause marketing campaigns lack in sophistication, they often make up in heart.