• by Karlene Lukovitz  @KLmarketdaily, December 26, 2008

E-card seekers visiting the Hallmark site will find two free greeting options sponsored by Campbell Soup Company--including one that generated a $1 per-click Campbell contribution to the National FFA Organization, a federally chartered organization dedicated to advancing agricultural education.

The e-card, showing photos of a red barn in a snowy field, bears the greeting: "Think kindly, act gently, care deeply, give freely. Sponsored by Campbell's Soup," along with the explanation about the $1 per-click (up to a maximum of $250,000) FFA donations. Senders can include a personal message of up to 500 words.

The card has clearly drawn the desired response: The link to the associated Campbell's HelpGrowYourSoup.com site states: "Thanks to supporters like you, we've reached our donation goal! Explore our site to learn how we're helping to support the future of American farming."

Campbell's has an entire 44-page brochure dedicated to detailing its various corporate social responsibility initiatives, including numerous programs supporting agriculture and the farming community, a long-time focus. The company is, of course, also extremely skilled at deriving brand benefit for its worthy contributions through cause-related marketing.

The other Campbell-sponsored card on the Hallmark site consists simply of a black-and-white photo of stones and two daisies in a stream, with room for a 500-word personal message ... and the red-and-white Campbell's logo. The card's caption (not seen by the recipient) describes it as "Neighbor in Need"--apparently Campbell's way of providing a low-key format for reaching out to someone in distress.