Richard Wong

May 23, 2006 By Abny Santicola, editor, FS Advisor The most traditional form of cause marketing occurs when a company promotes a product whose sale benefits a charity in some way. A prime example is an offer that Hewlett-Packard was promoting that promised to donate $50 to the Lance Armstrong Foundation with every purchase of a specific HP laptop. But Richard Wong, president and CEO of Alexandria, Va.-based Gifts in Kind International, a charitable organization that channels product donations from for-profits to nonprofits, says that organizations should open themselves up to in-kind giving from corporations as well. "Right now over 48 percent of