Spring Break
Not all charity products are created equally
Editorial Board
Issue date: 10/23/09 Section: Commentary
An estimated 200,000 women will be diagnosed with breast cancer and more than 40,000 will die every year according to the National Breast Cancer Foundation. With October being National Breast Cancer Awareness Month, the leaves are not the only colors that are changing this season. Whether it is yogurt, laptops or ChapStick, pink can be found in anything from electronics to beauty products.
During this month, pink ribbons are plastered on products, indicating that a portion of proceeds will be contributed to breast cancer research. But the overdose of pink can cause consumers to become confused about which products to purchase and, more importantly, about how much of their money is actually being given to breast cancer research.
In a recent "Newsweek" article titled "Spend to Save: Ensure Your Shopping Dollars Go Far to Fight Breast Cancer," Claudia Kalb explains the business model known as "cause marketing," which involves partnerships between for-profit companies and non-profit organizations. For example, when you buy your pink $1,079.99 VAIO laptop, $75 from each purchase goes to the Breast Cancer Research Foundation. In other words, both parties involved benefit. In this win-win situation, businesses build upon their brand and charities receive greater name recognition.
But Kalb explains that "not all pink-ribbon fundraising is equal." Some companies donate a certain percentage of revenue to research or set minimum and maximum dollar amounts. Likewise, some companies are dedicated to the cause while others have the intention of boosting their sales. Susan G. Komen for the Cure is the organization that trademarked the pink ribbon logo and is exclusive when choosing companies to represent the cause. They are focused on the education of breast cancer and sponsoring events, and will not allow promotions from alcohol, tobacco or firearms.
Before buying products, students should be sure to do their own research as well. By reading labels carefully, individuals can double-check to ensure that their money is going to a legitimate charity through a trustworthy company. Komen and the American Cancer Society are two of many groups that list their partnerships on their Web sites, making it easy for consumers to determine if a product is worth purchasing.
Yoplait's "Campaign to Save Lives" asks buyers to mail in pink yogurt lids and, in return, donates 10 cents per lid to the Komen foundation. Even though Yoplait requires consumers to invest some time, it is worth the effort because they can rest assured knowing exactly where their money is going.
Students don't need to buy a laptop to help fund breast-cancer research; even something as simple as mailing in a yogurt lid is enough to make a difference. In order to make sure the organization you support is getting the most of your dollar, be sure to do your homework.
During this month, pink ribbons are plastered on products, indicating that a portion of proceeds will be contributed to breast cancer research. But the overdose of pink can cause consumers to become confused about which products to purchase and, more importantly, about how much of their money is actually being given to breast cancer research.
In a recent "Newsweek" article titled "Spend to Save: Ensure Your Shopping Dollars Go Far to Fight Breast Cancer," Claudia Kalb explains the business model known as "cause marketing," which involves partnerships between for-profit companies and non-profit organizations. For example, when you buy your pink $1,079.99 VAIO laptop, $75 from each purchase goes to the Breast Cancer Research Foundation. In other words, both parties involved benefit. In this win-win situation, businesses build upon their brand and charities receive greater name recognition.
But Kalb explains that "not all pink-ribbon fundraising is equal." Some companies donate a certain percentage of revenue to research or set minimum and maximum dollar amounts. Likewise, some companies are dedicated to the cause while others have the intention of boosting their sales. Susan G. Komen for the Cure is the organization that trademarked the pink ribbon logo and is exclusive when choosing companies to represent the cause. They are focused on the education of breast cancer and sponsoring events, and will not allow promotions from alcohol, tobacco or firearms.
Before buying products, students should be sure to do their own research as well. By reading labels carefully, individuals can double-check to ensure that their money is going to a legitimate charity through a trustworthy company. Komen and the American Cancer Society are two of many groups that list their partnerships on their Web sites, making it easy for consumers to determine if a product is worth purchasing.
Yoplait's "Campaign to Save Lives" asks buyers to mail in pink yogurt lids and, in return, donates 10 cents per lid to the Komen foundation. Even though Yoplait requires consumers to invest some time, it is worth the effort because they can rest assured knowing exactly where their money is going.
Students don't need to buy a laptop to help fund breast-cancer research; even something as simple as mailing in a yogurt lid is enough to make a difference. In order to make sure the organization you support is getting the most of your dollar, be sure to do your homework.
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