Recently, the “Ice Bucket Challenge” went viral on YouTube and social media and raised millions of dollars for Lou Gehrig’s Disease (Amyotrophic lateral sclerosis) research. Among those participating, The New York Yankees’ Derek Jeter and Cathy Kenton, who inspired the query for this edition of Ask the Marketers. —Monica Bay
The Question: How can organizations “Do Good While Doing Good?” How can marketers turn pro bono/charity programs into genuine news? What are the risks and opportunities?
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