Truth is we shouldn't be doing either/or but both. We need to use every tool at our disposal to support nonprofits and solve the world's ills. And while Bono's efforts can certainly be labeled "cause marketing"--and totally fricken cool--, the Gates Foundation's gift is not straight philanthropy (aka anonymous giving). Microsoft reaped some serious PR: 406 articles to "Red's" 547, according to Google. But Gates still ain't cool.