The argument that global warming must be addressed on a massive scale is so strong, according to the 4/23 issue of BusinessWeek, that the corporate argument has shifted from whether there's a problem to how government should curb carbon emissions.

Although there will be plenty of light weight corporate campaigns to establish environmental credibility, expect to see substantial green cause branding initiatives from industry leaders.

Last month, for example, Bank of America pledged $20 billion over 10 years to anti-global warming initiatives ranging from a credit card that donates to green causes to investing in making its facilities environmentally friendly.

Thirteen of America's top regional cancer research and treatment institutions officially launched an alliance in March designed to make them more attractive to national partners.

With locations including Chicago, Boston, Los Angeles, Houston, Washington, D.C., San Francisco, Seattle, Tampa and Philadelphia, the participating cancer centers represent seven of the top 10 media markets.

"The participating organizations recognize the power of cause marketing, both as a fund-raising tool and as a branding vehicle," said Maureen Carlson, formerly with City of Hope, who has been retained by the alliance to form corporate partnerships. "The Cancer Research Alliance is the first organization of its kind to provide both local and national value to participating companies."

The April issue turned out to be the last for the 21-year-old newsletter founded by the late Ralph Bulgarella, an early supporter of the CMF.

After seeking a buyer for some time, Ralph's long-time business partner Brian Connelly decided to stop subsidizing the money-losing publication.

To fill this gap, CMF will soon announce new services to keep members current with the latest campaigns. The recently launched "Cause Marketing News" section of our website is one such initiative.