Giving Tuesday — Dec. 1 — is a Black Friday-like equivalent for many Palm Beach County nonprofits. It’s a day for charitable organizations to raise money, and just as important, raise awareness about their causes.

Charitable giving isn’t new, but Giving Tuesday offers nonprofits an extra marketing boost from the day’s spotlight on philanthropy.

More important, a key trend in business is the adoption of cause marketing strategies that venture beyond just writing a check to a charity — though many nonprofits would be pretty happy to receive one — by aligning business operations with broader societal missions.

An example is Ben & Jerry’s ice cream. Almost 40 years after it was founded in a renovated gas station in Vermont, the company is often lauded for its ice cream and advocacy of fair-trade policies, marriage equality and labeling of genetically modified food.

Most recently, Ben & Jerry’s Israel announced a new flavor to benefit the Ethiopian National Project, a global partner agency of Jewish Federation of Palm Beach County. Ben & Jerry’s co-founder Jerry Greenfield is speaking at Temple Beth El, 2815 N. Flagler Drive in West Palm Beach on Tuesday evening, so I got an opportunity to chat with him in advance of his appearance.

“I’m going to speak about the history of the company, and how we grew it, how we tried to integrate social and environmental concerns into the day-to-day operations,” said Greenfield.

Notice Greenfield didn’t separate Ben & Jerry’s business from its social mission. He didn’t interject an and to separate the two concepts, because the objective is a symbiotic link between business and mission.

“Business isn’t bad, but business often just looks out for its own interest. Its goal is to maximize profits and it will do whatever it needs to do to make more money,” he said. “We felt business ought to be more of a good neighbor and look out for the community.”

Now, I know a couple of things about cause marketing. My professional career includes a stint running an ocean conservation foundation founded by marine scientist and artist Guy Harvey. The foundation was funded by the sale of merchandise bearing Guy’s art.

Interestingly, the commitment to conservation and better fisheries management broadened the popularity of the brand beyond the traditional customer — adult men — to include millennials, particularly women.

Which proves cause marketing can be as important to business as products and customer service. Greenfield said that’s been Ben & Jerry’s experience.

“You still have to make great ice cream. You still have to distribute it well. People may like your values, but if they don’t like your ice cream they aren’t going to buy it,” he said. “But it definitely helps when people know they aren’t just buying a product from you but are working with a company to bring about a better world.”

Think about that on Giving Tuesday. Yes, by all means support a nonprofit financially. But look and see how your business can be more closely aligned with a cause.