While the goal of all cause marketing is to foster a positive reputation, CauseMarketing.com tags the business purpose of a campaign as “goodwill” when there is no other, more direct goal (i.e., sales, defense, or advocacy). As an example, if a cause marketing campaign offers veterans discounts or free meals on Veterans Day, then the business goal of that campaign is sales. But if the cause marketing campaign simply thanks veterans for their service without incentivizing sampling, then the business goal of that cause marketing campaign is “goodwill”.

MasterCard 'Stand Up to Cancer' Campaign: World Series 2012

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During the 2012 World Series, MasterCard makes an on-field, in-game presentation of a $4.1 million ‘debit card’ to Stand Up To Cancer. The donation represents the proceeds from MasterCard’s Dine and Be Generous campaign. One cent was contributed for each MasterCard transaction over $10 between July 10 to September 28, 2012.

NFL 'Salute to Service'

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In-program promos of the NFL’s Salute to Service initiative, integrated with NFL coverage, on: NFL Fantasy Live (NFL Network), NFL Football (Fox), That Other Pregame Show (CBS), and NFL Game Day Highlights (NFL Network)

Unilever 'Project Sunlight' #BrightFuture

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On Universal Children’s Day in 2013, Unilever launched a campaign called ‘Project Sunlight,’ which it describes as “a growing community of people who want to make the world a better place for children and future generations” and “a new initiative to motivate millions of people to adopt more sustainable lifestyles.”