When I pay at the Asda checkout I am invited to add a small amount to the payment for their Tickled Pink charitable cause. It can be as little as 10p or as much as £1. I choose 25p as a matter of course; it's a round number. Well it isn't really; actually a square number.
I'm not actually sure that Tickled Pink is a charity; more a programme which supports and partners with breast cancer charities Breast Cancer Now and CoppaFeel! Asda has been doing this since 1996 but the checkout option is a new initiative I think. I imagine it's a really effective one, done to celebrate Tickled Pink's 25th anniversary; they have raised more than £71 million in that time.
Is this a lazy, unfocused way of giving? It's not as if I am making a choice to adopt this particular charitable cause. It's the only charity available in this particular way but it's not one that would really have been at the forefront of my mind if I were to decide to give £15 a month. I guess there will be lots of people like me making a donation because someone has had the clever idea to add it to the checkout screen.
This Friday, 22 October is Wear It Pink Day. The only pink item I have is a pair of garish pink trousers. I've got them out ready for Friday.
Not a charity that I’ve ever supported or even heard of. I don’t shop at Asda and I like to choose my charities. And make sure that I sign the gift aid and I wouldn’t be seen dead wearing pink.
ReplyDeleteMy charities are Greenwich Mencap, Cafod, Teacher Support and the Woodland trust. Quite enough I think. All done by direct debit and I don’t care if I’m thought an old meanie for not succumbing to the blandishments of retail outfits.
But it’s a good cause even if you have to wear the pink trousers.