Breast Cancer “Awareness”: Do-Gooders and Buyers, Beware

Before you buy that pink-ribbon keychain (or can of soda, pair of clogs, etc.) to promote a breast cancer cure, make sure the vendor isn’t profiting off your good intentions.

Hijacking worthy causes for profit is nothing new, but breast cancer is the most extreme example. Many companies and organizations profit from “awareness-raising” products or events whose purchase does little or nothing to support breast cancer research or programs that help patients.

Protect yourself and your money. Before buying a pink trinket or ticket, consider these questions from Breast Cancer Action:

• How much money, if any, will go toward supporting programs or research?
• Is there a limit on how much the vendor, manufacturer or organization will donate? Has the maximum already been met? Can you tell?
• What charity gets the money? How will that organization use it?
• Is the product safe? Cause-related marketing helps companies sell cosmetics with chemicals that are linked to breast cancer.

Directly supporting responsible, transparent nonprofits helps donations go further. Use sites like Charity Navigator, Charity Watch, GuideStar or Give.org to evaluate charitable organizations.

For example, Charity Navigator’s roundup shows that the most high-profile breast-cancer organizations — with tens or hundreds of millions of dollars in assets — are just “meh.” It’s enough to send you running for pink booze in a hurry.

More sources: Think Before You Pink, Take Part. Originally published on LinkedIn.