Cause Marketing: Do Companies’ Donations Actually Go to Charity?
|November 16, 2013||Posted by Staff under Activism|
Companies started manufacturing products with notes about their charitable giving, and also set about boldly linking charitable causes with their products. Breast cancer is one of the most obvious examples: consumers are encouraged to buy given products with promises that some proceeds go to breast cancer research and treatment, although they rarely stop to audit where that money is really going and how it’s being used.
Companies tend to prefer charities with a strong existing infrastructure (thus products co-branded with the American Heart Association, for example) or a simple charity appeal (offering to donate coats to homeless shelters for coats purchased in the winter months).
Breast Cancer Action’s “Think Before You Pink” campaign targets cause marketing, exposing abuses while at the same time promoting real-world action people can take on breast cancer issues. As the campaign’s tagline suggests, sometimes it’s a good idea to put down the pink ribbon and call the local cancer resource center to see if they need in-kind donations, people who can keep patients company or help them with errands, or other assistance.