Joining a cause gives businesses a good forum to spread their brand. Whether it is Tata Tea and Jaago Re or the save our tigers campaign by Aircel in partnership with WWF to save India's tigers. The difference between good businesses and great businesses is this wide unsaid gap that they fill. Profits are not the key. They are mandatory. The key is how much profits are you willing to share for the people you earn from.
Taking cues from Barack Obama's campaign, you can donate online. This caters to an ever increasing Indian online audience. The best part is that it is an integrated online campaign, which includes a blog (stripey), facebook page, youtube channel and twitter.