said 1 year, 5 months ago:
I’m a bit conflicted when it comes to “cause marketing.”
On the one hand, we chose to post our company card to Facebook rather than print and mail it. We took the money we saved on printing and postage and donated it to a group that helps low-income Mainers pay for their heat. We mentioned it briefly in the post and I had a few people asking me how they could contribute. That was cool.
On the other side, I see people say “like us and we’ll donate $1 to some local cause.” I always have a dirty feeling with that. Like, if it’s such a good cause, why not just donate to it? Why are you holding Little Suzie’s pain meds hostage until I like you?
OK, perhaps a little extreme, but when I see (I think it was) Microsoft saying they would donate $1 to the Japan relief fund for each RT up to a certain amount, it had a very negative effect of how I saw the company.
In short, don’t tie your give into likes or RTs. Just do something and see if you can’t get your fans to support the cause, not your company.