A recent story in the NonProfit Times indicated that despite the ailing U.S. economy, companies in North America are expected to spend $1.55 billion on cause partnerships during 2009, a 2.2 percent increase from the $1.52 billion invested in those programs during 2008, (according to Chicago-based IEG, LLC).

A recent story in the NonProfit Times indicated that despite the ailing U.S. economy, companies in North America are expected to spend $1.55 billion on cause partnerships during 2009, a 2.2 percent increase from the $1.52 billion invested in those programs during 2008, (according to Chicago-based IEG, LLC).

It seems more and more companies are recognizing the bottom line benefits of corporate social responsibility, viewing it as a way to improve employee morale and corporate reputations while building goodwill with both internal and external stakeholders. As marketers, do you believe that the time is right to invest more money in corporate foundations and cause marketing? Also do you view corporate social responsibility as a genuinely benevolent act or a profit building strategy, and does it matter?