'Cause' for concern
A word of caution about Cause Marketing: Make sure that everybody involved is really, truly, and totally committed to the cause.
Source: Brandeis C. Hall, RAB
If it looks like a company is involved only for the good publicity, it can be a bigger disadvantage than no CRM initiatives at all. Consumers certainly understand that business is business, but they also can smell a phony from miles away.
Avoid the cynicism by making sure the "cause" in your Cause Marketing campaign is not just a wrapper for commercialism.