There are many ways for a business to benefit by relating to a cause. A payment to the non-profit based on sales or projected sales is only one. Probably the most common.
Starbucks has built it's brand on being socially responsible. The non-profits they support have done well.
My company has a cause related marketing program that sells to non-profits at cost. It keeps our employees working when times are slow. In return we get recognition and we get business from the volunteers of those organizations, many of whom have businesses and needs of their own.
My point is, Cause Related Marketing comes in many flavors.
It is essential the business and non-profits support each other. I contend that by working together, non-profits can bail out the federal government. Or at least it is more pleasurable to think about as opposed to the national debt. ;-)
Helping restore the independence of the third (non-profit) sector.
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