Each year, IHOP holds National Pancake Day where every IHOP visitor can get one free short stack of IHOP's famous buttermilk pancakes (that's three pancakes). Today was the day for 2008. Free pancakes were distributed at IHOP locations across the country between 7:00 a.m. and 10:00 p.m. 
Customers who accepted the free pancakes were asked to donate the cost of the pancakes to the Children's Miracle Network. Last year, IHOP raised $625,000 for the Children's Miracle Network on National Pancake Day. The goal for 2008's National Pancake Day is $750,000.
I think this is a great example of a charity event and a cause marketing event roled into one. Not only does IHOP win big in the publicity area, but customers are more than likely to purchase something in addition to the free pancakes they get on National Pancake Day. Considering how inexpensive it must be to make pancakes, even the cost of a cup of coffee to go with those pancakes probably covers the expense and then some. It's a win-win situation for IHOP and a great charity benefits at the same time.
What do you think? Are these types of charity and cause marketing events exploitative (in terms of companies using them overtly as a publicity stunt) or does that not matter as long as the charity gets donations?
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