Seasonal Giving: More Reality Show Than Reality
But in the spirit of social philanthropy, I’d be remiss if I didn’t mention the “selfless selfie.” Yes, those self-absorbed vanity pics can also help those in need this holiday season, thanks to the Pay Your Selfie app. The business model involves paying it’s members a small commission for sharing task-related selfies. And yes, those newsworthy gems could each pay out $0.25 or more. But this season, that quarter could become a dollar donation (or more). Between now and the end of the year, for every selfie a user takes in front of his or her open fridge, Pay our Selfie will donate $1 to Midwest-based anti-poverty organization Heartland Alliance. While this particular challenge is trying to shed light on America’s poverty problem, I doubt users are making the connection between their well-stocked Frigidaire and the long lines at holiday soup kitchens. But maybe that’s just me.
My bigger question is: Have we now migrated to outsourcing our generosity?
Remember the highly successful ALS Ice Bucket challenge last year, with endless videos and photos of people hoisting buckets of icy cold water over the heads of the future financial gifters? Despite raising a staggering $115 million (and an additional $13 million to the organization’s regional branches), concern was raised whether ALS actually achieved their primary goal of increased awareness of the disease (although $128 million is nothing to sniff at).
Clearly the ALS Ice Bucket challenge has led the way to push marketers to innovate on ways to make their fundraising efforts more successful. But I’m not 100 percent convinced that merely “gifting” my earned “freebie” in a loyalty program, or stepping up my fitness for a month, or taking and posting a selfie, is truly a gift from my heart.
So take a minute after reading this blog post to take that $10 bucks you’d put aside for lunch, and drop it in the Salvation Army red bucket … or buy a bag of groceries and walk it into your local food bank. Those are people who could clearly use your help this time of year – and that is an authentic act of kindness.
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.