The technical difference is that, where cause marketing aligns with a specific cause or charity to do fund-raising, civic marketing is about service, and the variety of social needs that are served actually helps to broaden the appeal.

FORBES: Connect

It has also agreed more specific promises such as clear labelling of products, support for the charity Drinkaware and strengthening responsible marketing practices.

BBC: Can the government's 'responsibility deal' work?

Like Paul Newman, and ice-cream makers Ben Cohen and Jerry Greenfield, the founders of Give Something Back, Michael Hannigan and Sean Marx, have figured out that charity can be an effective marketing tool.

FORBES: The Profit Givers

The charity YoungMinds says research it carried out with the Cello marketing group found that four in 10 young people do not know where to go for help and that one in three parents would not seek professional help if their child was self-harming.

BBC: Education & Family

Orbital comprises a portfolio of UK-based logistics and marketing services businesses serving the travel, tourism, education, charity, publishing and healthcare sectors.

BBC: Edinburgh firm John Menzies buys marketing firm for ?20m

But she has passion for marketing The Giving Book, a personalized activity book for teaching kids the importance of charity.

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"I'm going to believe that people want to just donate four cents more, and that a penny will turn into a nickel, " said Lisa Resnic, marketing director for Sherway Gardens, where coins thrown into the fountain are donated to charity.

CNN: Canada getting rid of the penny to save costs

While playoff beards may seem a bit frivolous, the sports marketing agency CENERGY launched Beard-a-thon which encourages fans to grow their own playoff beard for charity.

FORBES: They Might Be (Bearded) Giants