Wise Giving Wednesday: Buying Pink and Giving Wisely for Breast Cancer Awareness Month

Thinking pink this Breast Cancer Awareness Month? Make sure your generosity supports a charity you trust.

October is Breast Cancer Awareness Month

Each October, many cancer charities observe a health campaign known as National Breast Cancer Awareness Month by raising awareness and funds to support breast cancer research, prevention, early detection, treatment, and ultimately, a cure.

You’re likely to encounter opportunities to give back, whether by participating in events such as golf tournaments, runs, and walks or by purchasing “pink” products that support breast cancer initiatives.

Today, we share four tips to help you give wisely, whether you’re donating to a breast cancer charity, buying pink products, or joining a fundraising event.

Find a Breast Cancer Charity That Matches Your Priorities

How you choose to support breast cancer causes is a personal choice.

Are you most interested in breast cancer research, direct assistance, or awareness? Maybe you have a friend or family member who’s had breast cancer and feel connected to a particular charity that served them?

Explore our cancer charities page to learn about the different types of cancer organizations and browse a list of BBB Accredited Cancer Charities whose work may align with your interests.

We also encourage you to browse charity websites and annual reports to learn more about their missions and activities.

A little research can help you make a more confident giving decision.

Look Beyond the Pink Ribbon

It’s hard to miss pink advertising in October, often featuring a pink ribbon.

You’ll see it on clothing tags, grocery store products, makeup and beauty items, and even the pink shoes worn by NBA, NFL, and college athletes.

These promotions can be a great way to raise awareness and support breast cancer causes. However, a pink ribbon alone doesn’t guarantee that a purchase or donation will benefit a charitable organization.

Before you buy or give, take a moment to check the details so you know how your money will be used.

Check Who Benefits and How Much

Any pink-ribbon promotion supporting breast cancer causes should identify the specific charity that will benefit from your purchase or donation.

Check the charity’s name and website and consider verifying its 501(c)(3) status.

You can also verify whether the charity meets the BBB Standards for Charity Accountability by searching Give.org, chating with our AI donor advisor, or reviewing our A-Z  list of reports on national charities.

But identifying a trustworthy charity is only part of the picture. It’s also important to understand how much of your purchase actually benefits that organization.

That’s where BBB Charity Standard 19 comes in. The Standard addresses cause-related marketing, in which a portion of a product or service purchase benefits a charity, and calls for clear disclosures about how the charity benefits.

So, if you’re eyeing that cozy new hoodie with the pink tag as the weather cools, check a few details before buying:

• Is the specific portion of the purchase price benefiting the charity clearly indicated?

• Is the length of the campaign specified?

• Are there any minimum or maximum donation amounts?

To learn more about cause-related marketing and what to look for before making a purchase, read our Wise Giving Guide article on cause-related marketing.

Review the Details Before Joining a Breast Cancer Fundraiser

Just as you should identify the charity behind a pink-ribbon promotion or other solicitation, make sure promotional materials identify which organizations will benefit from your participation.

Review the event’s fundraising details to understand how contributions will be used and how much will benefit the designated charity.

Whether you buy pink, join an event, or donate directly, take a moment to verify where your money goes. Informed giving can make your support go further.

Recent Reports

We are always working with charities to publish or update reports for donors. Visit Give.org to check out any charity before giving. Our recently evaluated charities include:

• American Humanist Association
• Twilight Wish Foundation
• Charity Bridge Fund

Finally, remember to let us know by going to give.org/charity-inquiry if you are interested in seeing a report on a charity not on the list and we will do our best to produce one.