In this new social media age, raising money for charity has moved beyond showing moving images of starving African children and abused donkeys and unto more sophisticated and modern methods. Just this year, we have had the ALS ice bucket challenge, #nomakeupselfie, and off course Michael Kors is selling a watch for charity (i.e a little less than 10 percent of the sale of each watch is going to charity).
Charity is a noble cause no matter the motive and no matter the method if the end result is resources going to those who need it. However, it's a bit tiring the constant exploitative methods being used to garner support. If donation to charity is attached to some kind of sale in which only a fraction of the takings are being donated to charity, then that's advertising. It's not a grey moral area for me, it's quite black and white , it's bad. I'm all for honesty and openness, that is, admit that business is business and charity is charity but don't try to confuse one for the other.
The underlying message from these campaigns is 'c'mon, lets help the needy, you can do it' without mention of 'oh and this is adding a huge percentage to my bottom line'. Again, it's good that the needy get some money at the end of the day but people need to learn what the word charity actually means. Charity isn't something for something, thats a marketing ploy.
I know the whole Bob Geldof ebolagate is still fresh in our minds. (He wanted us to buy the album and delete it and buy it again because he sang a song about how West Africans won't experience christmas this year) although I have to say, I'm in West Africa and I have plans for christmas and no-one I know has ebola. I also have an iTunes account but I'm not inclined to buy this album once, more less twice because you asked me to Bobby.
I think one of the reasons these campaigns work so well is that we all want an excuse to buy something guilt free or do as little as possible to actually give to charity. I definitely find it easier to write this post or give £2 a month rather than volunteer my time to any meaningful cause. I watched a lot of ice bucket challenges but I don't know the stats of motor neuron disease. If i was going to buy a pretty new watch for christmas, it'll certainly be nice to buy one that also means I'm donating to charity. Every little helps right?