Thinking Pink: Things to Consider When Considering Cause-Related Marketing

Have you noticed a preponderance of pink this month? It seems every company, national and local, is participating in National Breast Cancer Awareness Month. I noticed a local pizza chain turned its weekly ad on Sunday into a sea of pink (but fortunately it isn't selling pink pizzas).

All this attention to an important cause is great, but there is one downside. It's about now that board members and some colleagues say, "You know, we have a great cause, so we need to get some of those corporate partnerships, too. Can you look into that? I mean, how hard can it be?"