They also now dedicate lots of staff time to social media and have carefully followed the success of their fund-raising.

ECONOMIST: Raising money online is harder than it sounds

It's unclear whether Mr. Santorum can use success in Iowa to build a fund-raising network and breadth of support, beyond his social conservative base, that he will need to stay strong in the weeks ahead.

WSJ: Romney Ekes Past Santorum to Win Iowa

The technical difference is that, where cause marketing aligns with a specific cause or charity to do fund-raising, civic marketing is about service, and the variety of social needs that are served actually helps to broaden the appeal.

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