Since 1985, October has been designated as Breast Cancer Awareness Month. This devastating disease is the most common cancer among women in the United States (other than skin cancer). BBB Wise Giving Alliance offers the following tips to help donors make wise giving decisions in supporting charities that address this issue.

Many Breast Cancer Charities

With over 1,000 U.S. charities that include the words “breast cancer” as part of their name, it can be challenging to choose which charity to support.  Review the appeal and website of the organization carefully to gain a better understanding of what they do. Are they engaged in medical research, treatment assistance, and/or prevention education? While some donors only consider donating to charities that request their support, be aware there are many other potential choices.

Pink Ribbons

If you see a pink ribbon image on a product it may not mean that a purchase will help a breast cancer charity, unless it explains that is the case. Certain versions of the pink ribbon symbol are trademarked by some breast cancer charities, but a generic pink ribbon does not mean the product is connected to a charity you know.

Cause-Related Marketing

To meet BBB Charity Standard 19, promotions that claim a purchase will help a charity should include a specific disclosure that identifies the actual or anticipated amount of the purchase that will benefit the charity. For example, 5 cents for every can of soup up to $100,000. If applicable the disclosure should also indicate the duration of the campaign and any maximum or guaranteed minimum donation amount. A complete disclosure might say, “8 cents for every sweater sold in the month of October will help XYZ Breast Cancer Charity up to a maximum of $25,000.” Watch out for vague language that states “a portion of proceeds” will help breast cancer charities.

Celebrity Fundraising

Sometimes famous celebrities help bring attention to specific breast cancer organizations. While well-known personalities can reach and teach us about the importance of this issue, it is still up to donors to ensure that their contributions will be used wisely. While the generous time celebrities provide helps demonstrate their good intent, it is the charity itself that needs to gain your trust.

BBB Wise Giving Alliance encourages donors to visit Give.org to verify if the breast cancer charity that interests you meets the 20 BBB Standards for Charity Accountability.

Heart of Giving Podcast

This week’s Heart of Giving Podcast features a discussion with Cindy M. Lott, Clinical Professor of Philanthropic Studies, Director of the Professional Doctorate of Philanthropic Leadership and Stead Policy Fellow at Indiana University’s Lilly Family School of Philanthropy. Cindy Lott previously served on the BBB Wise Giving Alliance Board of Directors.

Recent Reports

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

• United Methodist Family Services
• Global Fund for Children
• Humane Society of the United States