check what came up on Morning Edition this a.m.
Of course this phenomenon has a name (cause marketing) and a consultancy (Cone, Inc.). Yet another interesting little niche path to consider as I keep figuring out what I want to be when I grow up.
Interesting alternative viewpoint, too: if “giving is the new black” is something lost in giving for its own sake?
or, as one of the comments states, can cause marketing be both “morally correct and strategically wise” for businesses?