At the December AMA Tampa Bay luncheon, the speaker was Melissa Helms, co-founder of the Pediatric Cancer Foundation and partner in Keep Me In Stitches, talking about Cause Marketing. This has been the break-out year for the Susan G. Komen Breast Cancer Foundation. Pink ribbon marketing with everyone from M&M’s to Yoplait to Pepperidge Farms.

Helms talked about her Board of Advisors and her customers have helped her. She has made flags for Americans after 9/11. The business has collected food – one can was a 10% discount; 2 pieces was a 20% discount.  The store sells sewing machines, so making quilts for the children hospital is a natural fit. The store donated the space and lunch while customers and employees did the labor.

It is about inspiring and rewarding customers for giving, because everyone wants to feel like they are a part of something. It is about Community, which is really what social media is all about after you get past the technology and Internet parts.And don’t forget to have an Attitude for Gratitude.

Her last question was: What are You Passionate about? Tell that story.