The strategic development of cause-related marketing, philanthropy, and community relations is one of the newest trends in IT and e-business services marketing. IT-related companies have long supported education, the arts, and other causes. But a number of recent, high-profile initiatives and a growing debate over the social impact of the Internet economy have elevated corporate social responsibility to a new level of public scrutiny.

In this online briefing, Robert Leavitt, then-ITSMA manager of research, examines this new trend. Rob discusses a new ITSMA member survey on cause-related marketing, provides examples of some of the industry’s most creative cause-related initiatives, and outlines practical steps to enhance your company’s efforts.