Make It Count Socially responsible marketing only works when you pick a cause that's relevant to your customers.

American Express and restaurant merchants team up to fighthunger. Builder's Square sponsors Safe and Secure Month toencourage people to keep their homes safe. The Texas book chainHalf Price Books promotes literacy. To make socially responsiblemarketing work for your business, the cause you choose to supportmust be one that matters deeply to your core customers.

If you can't settle on a particular cause that has broadcustomer appeal, then look to an age-appropriate activity(don't host a wine-tasting if your target market is families)or community project (such as painting houses for people who aredisabled) that's popular across the board.

Excerpted from 303 Marketing Tips: Guaranteed To Boost YourBusiness