Sunday, December 30, 2012

Liking & Following for Charity

I decided to make a video yesterday.

It's about how some businesses and individuals try to turn giving to charity into a personal gain for them in the form of likes, followers, etc.

And it got some feedback.

It also got the guys behind the project scrambling to get me to understand how it is such a positive thing for the businesses involved while not benefiting them as much as I think it does.

SPOILER ALERT: It involves you liking their Facebook Page before you can see the other companies involved who are actually doing the donating.

See for yourself:

Here's some of the feedback:


"...essentially these companies are whoring the food bank out to gain digital appreciation points for their business."


The system in which it works should reflect the actual intention behind it..

"This charity ball won't allow you access until you tell them you like smedia at the door..."

"How successful can a relationship be when established upon a dubious premise?"


"They are basically buying an audience and putting the food bank as the proverbial carrot."

But hey, at least they offered to meet with me in person to explain it. Can't wait.

Maybe if this blog gets enough likes they'll buy me dinner...

What are your thoughts on the subject?


  1. This comment has been removed by the author.

  2. Hello Mr. Carnegie,
    Its good to see young people critically thinking and considering the modus operandi behind the world of advertisement. However, I would to point out as a business student and a marketing major that all advertisement is essentially buying your attention.

    The fact that in this context people are committing to seeing the future ads of a company is nothing negative at all, you can always unlike them afterwards.

    "you're not liking them because you like them, you're just doing it to give to charity."

    Personally, I like businesses who are community minded and give to local charity. The fact that they are a part of this campaign makes me want to get to know these people behind it.

    Of all the fights to pick, of all the wrong out there in the world of advertisement you pick the one that is most cost effective and benefits charity. Not advertisement to children, not psycho acoustics and embedded hypnotic alpha sign wave patterns in television.

    You have to look at the intangible value created from such campaigns. The amount of attention it draws to the Food Bank itself as well as these businesses who support it.

    It would cost the Regina food bank MONEY to advertise on say a billboard or traditional print media. Compared to an ad campaign that costs them nothing and benefits them in incremental exposure.

    You are condemning entrepreneurship and innovation my good fellow.

    I would like to be able to tell you that good will and strong morals make charities possible. But I would be lying. It is win-win situations, hard work and ingenuity that make charities function along with the aforementioned good will and morals.

    If you've got a problem with the morals behind this campaign you should petition the Government of Canada to abolish tax deductions for individuals and corporations based on charitable contributions.

    I wish you well,
    & I hope you continue to keep a critical eye as it is a great strength.

    Tommy W. Douglass


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