Viral videos can be a great approach to cause related marketing, which refers to any type of marketing effort for social and other charitable causes.
Unlike general philanthropy, cause related marketing is not necessarily based on donations. A recent example of a for-profit business that used video for cause related marketing is the Stonyfield Farm/Honest Tea “cooperative video contest”, which was tied in with global awareness for Earth Month.
The goal of this campaign was to generate more awareness about the benefits of organic food and beverages, which stands to benefit both companies. Another successful use of video by a for-profit business paired with an NPO for mutual benefit is Dan Savage’s “It Gets Better” project, which several for-profit businesses sponsor and include their own custom video as part of the project.