I had the opportunity to meet with some of the staff at First Book when I was in DC in August.
First Book's mission is "to give children from low-income families the opportunity to read and own their first new books". Their blog is a member of the Nonprofit Blog Exchange and it is a very interesting blog to read. What makes this blog interesting is the fact that different staff members write the blog entries.
While talking to the First Book staff, I learned that they do alot of cause-based marketing. Their corporate partners include Borders, Cheerios, and Disney.