Cause marketing matters to consumers

Just a little insight I came across...
If your business or brand doesn't stand for a cause, consumers may turn to your competitors.
You can master this marketing challenge by following these 5 steps:

1. Give from the heart.
2. Choose a related cause.
3. Contribute more than dollars.
4. Formalize your affiliation.
5. Mount a marketing campaign.

http://www.msnbc.msn.com/id/27280623/