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Many employees who had contributed for years felt as if they had been defrauded. Many employers were also angry and were criticized for not keeping a closer eye on where the money went. A reorganized United Way spent a decade attempting to regain public trust and restore its reputation with some, but not complete, success. Other organizations were subjected to greater scrutiny, and some businesses reconsidered whether such well-intentioned partnerships might not be too potentially risky, concluding that perhaps business should stick to business and stay out of the “helping people” industry.

A check to United Way or participation in a blood drive does not preclude a company’s having another “signature cause” with which it is strongly identified. Indeed, to create a record in which, over time, the company supports a variety of worthy causes serves to enhance the company’s reputation as a good corporate citizen. Assuming, however, that the usual constraints on a company’s resources limit the selection of a cause marketing partner to just one, that one should be chosen with great care and deliberation.

Corporate arrogance and inf lated egos in the executive suite have helped giants that once dominated their respective markets watch market share dwindle —or plummet. Taking the pulse of the market before and during the execution of a marketing plan can be one of the smartest investments a business can make. It is a huge and potentially expensive misstep to merely assume that a company or brand is known and loved. Research methods might include personal interviews, mail or telephone surveys, focus groups, questionnaires, or an analysis of mail, phone, and online communications from vendors, customers, shareholders, or the general public.

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