Business donations to charitable causes are important, as it’s often businesses that provide the biggest amounts that can make the most impact.
Lately though, there has been an increase in the number of businesses holding donations to ransom by giving “per Like” on Facebook, often revolving around disaster relief or hardship.
This afternoon I saw another example from 1800 PhoneHome, donating 50c for every like to a memorial fund to support cancer research.
Before I start in on the next piece of the post, let me say I have no issue with donating money to worthwhile causes, especially cancer research.
What I do have an issue with is businesses making charity contingent on increasing a social metric.
By embarking on a tactic like this, it is obvious that there is already an amount earmarked for donation. No business would simply leave the amount uncapped.
A truly charitable business would just donate the money. If your goal as a business is to be seen as such, it should be done without condition.
It’s important to differentiate business goals (to be seen as a giving organisation) from a metric (how many people love us for being a giving organisation). Confusing the two, or conditioning one on the other, reflects poorly on your brand.
By only donating per Like, your charity becomes nothing but a cost per lead ad campaign for your business.
PHOTO – marc falardeau