As our national consciousness has grown concerning challenges facing our troops, veterans and their families, so have the number of corporate campaigns on this issue. 

With the increased cause-related activity has come increased scrutiny and cries of "troop washing." Depending on who you ask, Budweiser's Super Bowl commercial celebrating a veteran's homecoming (video) was either touching or exploitative.

Our Cause Update blog shows numerous campaigns in this category.  They range from transactional fundraising efforts such as Bank of America's "Troops Thanks" program to Clear Channel's comprehensive, strategic alliance attempting to tackle the issue of U.S. veteran unemployment. Are both acceptable?

With sensitive cause issues such as this, is any awareness good awareness? Or on certain topics should attempts to do well by doing good be reserved only for those who can move the needle in a serious way? 

Certainly, longer term efforts that engage the depth of a business's resources will more easily pass consumer litmus tests. On the other hand, there are situations in which causes can really benefit from relatively simple fundraising and message-sharing campaigns.There are few simple answers.   

Cause Marketing Forum exists to provide in-person and virtual ways for you to share lessons learned with peers and hear how thought leaders are grappling with such issues. Online, you can share best practices with over 3,300 members of the CMF LinkedIn Group. To further encourage information exchange, we're introducing new "special interest group" programming at our Annual Conference in Chicago in May.

Our movement only grows stronger and our campaigns more impactful when we collaborate. Thanks for being a part of this community - we hope to see you online or in person soon!