Cause Marketing

Eric Cheung, an aspiring social entrepreneur and a recent graduate of the University of Toronto, has a big question: would you like to help the stop the genocide in Darfur, Sudan? Cheung is answering that question with an intriguing cause-related marketing approach. He may also have the answer to a lot of urgent if less grave questions that university students in particular have at his new website, OneBigU.com . Here’s the premise: students post questions at OneBigU. For instance, “what is the Albedo Effect?” Other students from across the world, give the answers. “The albedo of an object is the extent to which it diffusely reflects light from the sun.” The site features Google Ads that generates revenue. A small honorarium, split out from the Google Ads revenue is put into a ledger account in the name of the answerer for each accepted response. The person may take the honorarium or donate it to Help Darfur Now , a nonprofit founded in 2005 by high school students to help address the ...