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March 5, 2007
Buy (Less) Crap
Posted by Kevin D. Hendricks | Filed under: Cause Marketing
Not everybody likes Bono's (Product) Red campaign where a portion of the proceeds from Apple iPods, Motorola Razrs, Gap T-shirts and more go to the Global Fund to fight AIDS. Buy (Less) Crap is counter-campaign encouraging people to buy less and give more with the slogan, "Shopping is not a solution." Instead they encourage people to donate directly to charities.
"When donations are based on percentages of profit and the accounting methods are not transparent, you can spend $100 on a (RED) product with the notion that you're helping to save lives in Africa--but there is no assurance that any of that $100 will actually reach the cause. Not one (RED) cent," says Ben Davis, founder of Words Pictures Ideas, one of the organizations behind Buy (Less) Crap.
Their criticism of cause marketing showcases an important factor: transparency. Saying you're helping people isn't enough. You need to actually help people and you need to be transparent about how it happens. It's a good lesson for cause marketers.
And while Buy (Less) Crap does have a good message, they forget the concept that cause marketing is about helping everybody win. It's not simply buying something for the sake of buying something. It's helping a charity while still buying the chicken noodle soup you need. Not everybody needs an iPod, but if you're going to buy one anyway, why not help charity while you're at it? That's the goal and the hope of cause marketing.
(link via Selfish Giving)
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