• by Laurie Sullivan , Staff Writer @lauriesullivan, March 19, 2012

Donations are nice. Find a cause, launch a campaign that generates money and buzz from social media, and donate the proceeds. Take Coca-Cola's Polar Bear campaign, for example. And while the campaign made Coca-Cola, its partner 7-11, and consumers feel warm and fuzzy by helping to save Polar Bears, Anders Pers, Group Director, Integrated Marketing Content at Coca-Cola, couldn't quite say how much the campaign generated for the cause. It wasn't clear if he just didn't know or couldn't say. I would like to know.