Fast Company  Do Something: Jurassic Park Syndrome  Why
corporations shouldn't take the cause out of cause marketing  In
Jurassic Park, the dinosaurs roam the island terrorizing the
humans, who seek refuge in the main building -- a sanctuary with
security that beasts surely aren't smart enough to breach,
right? Wrong! The big moment of terror is when those dumb
animals learn to turn the doorknobs. Uh-oh. Now the humans
hiding in the kitchen are really screwed.  We're witnessing a
Jurassic Park moment in the social-good space: Not-for-profits
are screwed, and it's partly our own doing. For years, we -- the
martyrs, the saints, the do-gooders -- have had the keys to that
door to heaven. But then we shared them with corporate America,
through a practice known as "cause marketing" since 1983, when
American Express launched a campaign in partnership with the
National Park Service for the Statue of Liberty restoration
project.  You see these campaigns everywhere now. Companies buy
goodwill by touting that "a percen