Wise Giving Wednesday: Breast Cancer Awareness
Before October comes to a close, I wanted to honor Breast Cancer Awareness Month, the campaign to raise awareness for the prevention, treatment and cure of this devastating disease which the American Cancer Society reports is the most common cancer among women in the United States (other than skin cancer.) These annual awareness activities started over thirty years ago, in 1985, as a collaboration of a number of cancer charities. The month's mega public reach permeates nearly every type of communication space available through promotions that range from races to retailers. In addition, a growing number of cancer charities are now established to specifically address breast cancer. They seek public donations for variety of programs that support awareness, medical research as well as those seeking help and advice in obtaining treatment.
Perhaps one of the most attention getting activities for this month is the array of promotions for consumer products announcing that their purchase will assist breast cancer charities. BBB Standards for Charity Accountability addresses such cause-related marketing activities. As stated in Standard 19, such promotions should disclose, at the point of solicitation, the actual or anticipated portion of the purchase price that will benefit the charity, and if applicable, the duration of the campaign and any maximum or guaranteed minimum contribution amount. For example, “5 cents for every abc product sold in October will go to xyz charity up to a maximum of $100,000.”
But, like all illnesses in need of a cure, funding is important throughout the year and not just on the designated month to bring attention to the cause. Nevertheless, such public awareness is helpful in reminding us about the significance of the issue and in alerting us to answer the call for help. As we enter November and the heart of giving seasons, I hope that breast cancer charities continue to share in your generosity. As always, we encourage interested donors to visit Give.org to verify if the organization meets all 20 of the BBB Charity Standards.
On a related note, as part of our Building Trust Video Series, we are pleased to provide a video that features Ruth Hoffman, Executive Director, of American Childhood Cancer Organization (a BBB Accredited Charity) which seeks “to provide information and support for children and adolescents with cancer and their families, to provide grassroots leadership through advocacy and awareness, and to support research leading to a cure for all children diagnosed with this life-threatening disease.”
Finally, remember to let us know by going to https://give.org/ask-us-about-a-charity1/ if you are interested in seeing a report on a charity not on the list and we will do our best to produce one.
H. Art Taylor, President & CEO
BBB Wise Giving Alliance