Professor Bruce, in addition to your excellent advice, I would add these guidelines for small business cause marketing: 1. Choose a cause that is aligned with your business values and mission. 2. Choose a cause that evokes passion from your employees (related to the camaraderie factor you mentioned). 3. Choose a cause where you can make an impact. (don't just join a cause) 4. Choose a cause with which you can be important (not always the big ones).