Editor's note: The following information is part of a countdown recap from the inaugural Top 100 Movers and Shakers publication. It was published in the spring of 2012. Some of the information may now be different.
Cause marketing refers to a type of marketing where a business partners with a non-profit organization or other charitable or social cause. Dallas-based Boston's Restaurant & Sports Bar, for example, raised nearly $56,000 to benefit St. Jude Children's Research Hospital through the sale of specialty menu items and paper Valentines. Figaro's Pizza awarded 141 grants totalling nearly $20,000 through its "Helping Education with Love and Pizza" charity. According to Chicago-based sponsorship research firm IEG, cause marketing has grown 16 percent over the past four years, to $1.68 billion in 2011 from $1.44 billion in 2007.