The Charity Business

FTLComm - Tisdale - December 20, 2000

Yesterday in his Christmas Greetings, Edwin Wallace who lives and farms about a half hour's drive North of Swift Current, told us about his discomfort with the use of charity as an advertising ploy. Edwin has noticed something that is becoming increasingly common. Using a charity to promote a business. There really is nothing new about this process, it is as old perhaps, as advertising itself. Often during times when the interest of the public is focused on a specific issue, or problem, advertisers cash in on what seems like a free ride and at times the process can be remarkably successful. During and immediately after the Gulf War American stores seemed to blossom with the desert camouflage of US troops and had all sorts of "Desert Storm" promotions. We have seen similar projects related to the Olympics and even elections. The trend toward hitching a ride in advertising has been growing steadily in the past five years. Macdonalds restaurant chain is one of the most successful with its support of cancer victims and building housing for people to be with their sick and dying relatives in cities. Petro Canada's support of the Nagano Olympics was really remarkable and Zellers employees have pitched in with their campaign for cystic fibrosis. There is no doubt that these corporate ventures into charity is often encouraged by the charities themselves and they welcome the income that they derive from these promotions. The money raised invariably goes to a good cause and we "smile weakly" not wanting to pour cold water on a good idea. It seems that the Christmas of 2000 has been particularly intrusive with its "begging". Ensign's Tips had one almost a month ago referring to this as the "begging season". There are many good reasons for charities to mount their campaigns in the later part of the year as this is when consumers can see benefits directly in tax breaks and many have got into the habit of making the end of the year the time to give to their favourite charities. The big push in the begging season of 2000 has been "food banks." For those of you who just became aware of the real world, food banks have not always been with us. There have been soup kitchens for folks in dire straits since the 30's, but huge warehouse food donation programs are a modern invention. They developed out of necessity during the planned and engineered recession brought to us by the Reagan and Mulroney governments. Economist all now agree the recession of 1991 was a deliberately created event produced by the central banks of Canada and United States. As they "fought" inflation the Canadian federal government began a serious withdrawal from support of Canadians, as they abandoned the principle of distributing income from the wealthy to the least wealthy. The result was a cascade of reductions in budgets that tumbled downward from federal, to provincial, to municipal government. Unemployment insurance was reduced and periods of coverage chopped, welfare became over demanded and food banks were required. In 2000 they are considered a standard "institution", what had once been the role of us all through taxation to support our people was now transferred to voluntary taxation through charitable giving. Tom Jackson carried forth his outstanding Huron Carole as he has for the past few years touring Canada and turning over the proceeds to local food banks. Our own CBC radio got into the act with eight Christmas trees in front of the Regina headquarters, each representing $1500 in donates to the food bank. CP rail decorated a special train and sent it from centre to to centre as part of its push for people to donate to the "food bank." CP now experiencing healthy income, took to the road with its train to show its flag and boost its stockholders smiles. Had it never left the station and merely handed over the amount the project cost, the net benefits would have been greater, but perhaps that is unfair. It is that nagging doubt about businesses involved in charity that makes it such a problem. We must understand implicitly that businesses are in business to make money. They have no other function. Banks are not charitable organisations, they are designed to make profits for their investors, no more and certainly no less. If a business engages in a charitable project it is doing so for its good, and the side affect of being of assistance to a charity is a bonus, but as a consumer we must be totally aware that business is still business. Where employees of a business pitch in, as they do at Zellers, or in this case the Royal Bank, it is still part of their role as company employees and their motivation and that of the project must be considered suspect. Good intentions, positive results aside, business is still business. This project promoted by the outstanding and well meaning staff of the Royal Bank collected seventy-two Teddy Bears and stuffed animals as Christmas gifts to be distributed by the Salvation Army to families who would otherwise be unable to provide gifts for their children this Christmas. On Tuesday the Salvation Army chaplain for Tisdale received in a little ceremony the donation (see the sign right foreground) and it was dutifully recorded by the newspaper. This reporter was present but was uncomfortable about taking the posed picture because business is business. The presidents of the Royal Bank have been among those over the years who have strongly pushed Government at all levels to let business do its thing and in many ways, as the largest bank in Canada, have been one of the staunchest supporters of the creation of the 1991 recession and the subsequent dehumanisation of Canadian society since then. Quoting Scrooge's comments to Bob Cratchet about wanting Christmas day off to the teller, did not spark recognition of the phrase ending in "Bah humbug." Let's go over the rules: The three kings brought gifts to the Magi out of homage and respect. They were precious items to each of them and were given not expecting something in return but as a pure expression of humble adoration. This is the basis of Christmas gift giving. We do it to show in a material way our love and affection to those to whom we give th gift. O'Hara's fabulous short story "The Gift of the Magi" is the essence of giving a Christmas gift. We received a gift this week from a friend and it included a hand made crocheted book mark in the shape of a cross. It is one of the most precious gifts we will receive, made by the givers own hands, of unimagined value to the giver and an expression of friendship and love. If a business decides to donate to a charity or hold a promotion for a charity it must do so without mention of its name, use of its logo, and without any possible reward for itself in anyway and that includes some recognition in media for its participation. The business that meets this criteria is charitable, all others are just doing business. "Bah humbug!"