Cause Marketing is a hot topic in marketing circles these days. There is a great blog by Scott Henderson that specifically covers Cause Marketing and I think it is worth reading:
My other thoughts were the wasted resources for this program. Envelopes and Stamps derived from trees. The greenhouse gases from the transport to mail the lids. And you need to pay people to receive and process the lids. Money that could just be given to the foundation. None of this made sense.
Sure enough today we found the envelope with the 17 lids and low and behold program is over. You may ask why we failed to send the lids back? Because who is going to send them back 2-3 lids at a time wasting even more resources? So you put them in an envelope tuck that away and eventually forget you have them. Our household likes Yoplait but normally buys a variety based on the store sales just like everyone else. And the lid campaign was not in the fore front enough to think about the charity work.