A good piece to help consumers wade through the ‘pinkwashing’ that occurs during October (and for other cause-related marketing). The tips:
WHERE does the money go? “Breast cancer awareness, treatment, cure, etc.” is not descriptive enough. Work with a reputable 501c3 and make it clear to consumers who’s involved.
HOW MUCH money from products/services purchased goes to the designated charity? Statements such as “Ten percent of net proceeds” are overly vague. Even “One-hundred percent of net proceeds” could very well equal zero. Marketers, don’t be tricky here. What portion of the purchase price are you donating?
WHAT MINIMUM or MAXIMUM will be donated? Perhaps there’s a campaign minimum (“no matter what happens, we’ll donate $5,000”) or a cap to this charitable effort (“up to a maximum of $10,000”). Marketers must lay their cards on the table to earn consumers’ trust.
This also resonated with me; as I was deciding what portion of my book proceeds would go the Ottawa Hospital Foundation, I noticed a number of vague references (the worst being ‘a portion of’) and decided to be specific: 50 percent of my overall proceeds (i.e., gross, not net).