Another opportunity for merchandising
Another October is almost upon us, which means it is Breast Cancer Awareness Month. Thousands across the country will participate in local Race For The Cure events and the very recognizable Pink Ribbons will be seen on merchandise ranging from a pin to shirts to shoes to makeup to iPod Shuffles.
But before you buy that stuffed animal with a pink ribbon attached, stop to think. How much money is actually going to be donated from each sale? Or has the company reached their maximum pledged donation, thus only making a profit from each unit sold? No matter how philanthropic a company claims to be, they are still a company in business to make money.
Let’s look at an example. The pink iPod Shuffle offered by Target sells for $79, yet they will only donate “up to $25,000 to the Breast Cancer Research Foundation”. That equates to 314 units, if they gave all of the $79. Anything over that amount sold, they keep. As much as they give to charities, why cap the amount? Why not say $5 of each unit sold instead?
Well, even if they just say “a portion of the proceeds” will go to the stated charity, it makes the company look like they care, and gives the consumer something to feel good about.
Just like buying something with a pink ribbon, participating in the Race For The Cure isn’t as good as donating to a charity directly. Not much of the entry fee will end up going toward the actually fight against cancer after you factor in marketing and administrative costs.
There are many things to consider when you’re going to do something pink in October. Before you plop down your money, Think Before You Pink and ask critical questions. You may do better finding a place that is in greater need for your money.
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