It’s no secret that marketers can attract publicity and increase promotion through the use of a charity cause. The concept has been implemented for decades and many corporations find the tactic to be profitable enough to repeat. Of course, there’s always another side to an almost too-good-to-be-true marketing strategy, and in this case it’s the controversy a business relationship with a charity sparks.

The media enjoys taking charitable promotion to the next level by announcing public leader accusations of a corporation taking advantage of charity drives for personal financial gain. Indeed, it is controversial, but if you’re a business looking for content to promote with and your aim is to assist a foundation as well, perhaps contacting a charity director is for you.

The balance in mixing business with charity is in the approach. Create podcasts, vidcasts, RSS feeds and blogging topics based upon the charity with tact. Keep in mind the line between driving the charity cause and hoarding the publicity for the industry. A company that is careful about charity promotion can increase their audience awareness and support a great cause in one promotional campaign.