In October, more than 100 retailers supported the Komen foundation with cause-marketing activities -- up from approximately 60 last year. And the foundation raised more than US$32 million last year through cause marketing, said Krissy Barker, a manager with the foundation's cause-related marketing department.
With so many companies pledging support for different causes, it's important to examine the details of their offers.
Barker said the Komen foundation uses donations to fund breast cancer research, education, screening and treatment. It also lists all of its financial information, including tax forms, on its Web site for donors to review.
Miniutti of Charity Navigator acknowledged that giving to a cause through shopping is one way to donate to a charity, but she said it's not the best way.
"We typically tell donors to steer clear of these marketing campaigns. It does a lot of good for the company. It's a way for them to borrow the shiny image of the charity and use it for their good," she said. "We think a more savvy way to donate is to find a charity you're comfortable with and donate directly to them."
Another reason to donate directly instead of buying a donation is to ensure that you, the donor, receive the tax break allowed for charitable contributions. "When you're purchasing a US$100 bottle of perfume for a cause, the company takes that deduction," she said. Nevertheless, cause marketing does help charities, Miniutti said. "It gives them access to a marketing campaign that they wouldn't have the resources to reach that wide an audience."
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