What do you think about Starbucks and its partnership with (RED)?

Yesterday on Facebook I noticed that Starbucks has gone (RED) when an invitation to "attend" or rather purchase appeared. So this morning I bought my standard Tazo Wild Sweet Orange tea (my default drink while I've been sick over the past couple of weeks). Yet, 5¢ from my purchase today did not go to support AIDS because it wasn't a (STARBUCKS)RED™ EXCLUSIVE beverage. But on Dec. 1, in honor of of the 20th Anniversary of World AIDS Day, 5¢ of my purchase will make a difference.

So do I like (RED)(TM)?

Yes. It's a cool idea that benefits Global Fund to finance AIDS programs in Africa, while also benefitting select brands. And boy do I mean select--you won't see any subpar brands here with the exclusive group of American Express, Apple, Converse, Gap, Emporio Armani, Hallmark, Dell, Windows and Starbucks.

Is Starbucks greedy for giving only 5¢ from a select three beverages through Jan. 2?

No. They don't even have to partner with (RED). That's the beauty of capitalism. Starbucks is motivated to partner to sell more drinks, and the more drinks they sell the better this "Global Fund" will be financed. The outward facing intentions are to bring attention and money to AIDS, which is also great.

So Daniel Collier writes, "If you want to help Africa, sponsor a child, or send donations directly to united nations world food program or to Plan Canada, buying a $5 dollar mocha late and sending $0.05 is just a marketing campaign by starbucks. Also, that Ethos water that costs $2.50 a bottle, and sends $0.10 to ethiopia or where-ever, if they're going to charge an extra $1.50 premium they should give $1.50 to their charity. If you want to help a cause help it, don't buy over priced goods. That said, I love startbucks coffee, and buy it because it's delicious, not so I can get a warm & fuzzy, from 5 cents going to Africa."

And you know, Daniel makes a good point; however, the beauty of "brands that do good" is that there are no losers really. Consumers buy brands they love and a portion of the purchase goes to support a cause. I'm not certain that people are being deceived to make a Starbucks purchase because 5¢ will go towards AIDS, but rather by Starbucks supporting AIDS they are just further defining their brand that many view as an extension of themselves. By holding my cup I say, "I too support efforts to eliminate AIDS in Africa."



View press release.

Walmart to Feed 70 Million

On the good list this holiday season is Walmart with its agreement to donate an estimated 90 million pounds of food annually to Feed America—which translates to approximately 70 million meals.

Produce and deli meats will be among the goods, which will provide those in need with fresh foods. Handling perishables introduces many challenges and the Walmart Foundation announced an additional $2.5 million cash donation to help the hunger-relief organization. The funds will go towards the purchase of refrigerated trucks and improvements to warehouse capacity.

According to the New York Times, the company will not seek a tax deduction for the gift. Walmart is much deserving of this attention—it's good for them (and others too).

Read the NY Times article.

Read the news release from Walmart.
Read about two children who benefit from Feed America (pictured above).

Founder of Ethos Water Speaks at Nonprofit Conference

Peter Thum founded Ethos Water, along with Jonathan Greenblatt, after an eye opening experience in South Africa over seven years ago.

Thum was the keynote speaker this week at Blackbaud’s 2008 Conference for non-profits. To Thum, Ethos wasn't an easy sell. In the beginning he struggled to find investor backing when the product's demand began to grow. However, his cries did not fall on deaf ears. He ultimately secured backing from the founders of eBay and the Omidyar Network, as well as Starbucks' Howard Shultz. In 2005, Ethos was acquired by Starbucks for $8 million.

A link between a product and a cause isn't always enough, but a product linked to a cause with an attractive brand behind it is an almost sure recipe for success (distribution helps too in this case). Ethos is simple and has communicated its clear purpose overtime "helping children get clean water." Perhaps the brand name "Ethos" was created as it forms the root of ethikos, meaning to "show moral character." Consumers who buy Ethos are doing just that.

The bottle has changed, slightly updated and now differentiated from Smart Water, but the purpose remains the same. And it's also available more readily on store shelves, a far cry from the baskets in Starbucks.

There has been some commentary on the pursuit of money with this brand, but that's the point really...create wealth and give some away. An estimated $6 million has already been raised in support of the mission to provide clean water.

Read Peter Thum's keynote speaker biography.
Read the article in the Charleston Regional Business Journal.