This document discusses strategies for creating viral marketing campaigns for social causes. It begins by analyzing why some "feel good" videos become viral hits and identifies pros and cons of this approach. It then discusses the differences between social and commercial marketing. Several past successful viral campaigns are examined to identify common factors like compelling narratives and easy calls to action. Technological and social changes that have enabled widespread sharing of content online are also reviewed. The document proposes an algorithm for marketing success involving identifying a target audience, developing an empathetic message centered on a keyword, and choosing the best media to reach ambassadors who will spread the message. Finally, it emphasizes using the right medium to engage supporters who can drive the campaign viral.