Kindness: Charity, Philanthropy, & Social Responsibility - USATODAY.com: Companies are beginning to view the season as a core opportunity to combine these two traditions - giving and getting," says Alison DaSilva, executive vice president at communications firm Cone Inc. "By aligning with a cause during this critical commercial time of the year, DaSilva said, retailers are able to "capture the consumers' attention, differentiate themselves from competitors and drive sales."
According to DaSilva, the best campaigns are the ones that are tied to a company's giving efforts throughout the year, especially ones that are integrated into the whole customer experience, are clear about where the money is going and involve credible non-profit partners.
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