Cause- Related Marketing is a strategy designed to help a company build a better brand image by associating themselves with a worthwhile cause. the goal is to help the company promote and sell its product or service and at the same time bring attention and support to the worthwhile cause.
In this example Disney is trying to encourage people to volunteer at local organizations that help their communities. They are doing this by offering free admission to their theme-parks for those that complete a day of community service. Disney's hope is that the one day ticket they are willing to give you will inspire you to help your community and also that you will want to spend additional days at their parks beyond the one free day, and that while you are there you will spend money on other things in their parks, or maybe stay at one of their hotels.
Cause- Related Marketing is not without its issues. Some people thing that large companies that engage in this practice are exploiting these causes to sell product and don't care if their efforts actually help. While determining the reasoning behind a company's motives for engaging in cause- related marketing would be impossible, one would hope that it would be for the shared benefit of both parties not exploitation.
MKTG 301 Sec. G.
Notes: (Video Embedding disabled by Disney)
Sources: (Armstrong, Kotler; Marketing, an Introduction)