This article discusses the recent trend of companies embracing cause-related marketing to motivate consumer behavior. Cause marketing campaigns and charitable promotions result from a partnership formed when a for-profit company aligns its merchandise with a charitable organization in support of a cause – often advertising that a predetermined portion of sales will benefit charity. To maximize donation potential, many charities have launched mobile marketing campaigns that encourage consumers to donate via SMS text. The article outlines legal strategies that should be applied to such ventures. Christie Thompson
outlines points to take into consideration when structuring a commercial co-venture, important contractual provisions, advertising disclosures and enforcement, in addition to practical pointers.