ENTERTAINMENT TRUMPS GIVING

          Now that the calendar turns to September and the ALS Ice Bucket Challenge winds down, is it ok to ask, what was that all about?  Melting ice became more popular in old mop buckets than its usual function of chilling down a six pack.  Looking like a drowned rat on social media was a summer fashion statement.  The somewhat obscure disease, ALS, became as well known as Kate Perry’s newest song. Most unbelievably, a charity that took in 2.5 million in all of 2013, hit the jackpot with over a 100 million in August donations. 

          Some commentators believe the success of the challenge was due to the simplicity in the dunking and the empathy for the afflicted.  I believe it was due to fear and greed.  Like a good old fashion chain letter or Ponzi scheme, no politician, public figure or manager at the local Wal-Mart wanted to be caught saying no to a little ice water. Taking a dunk after being challenged might not help the cause but not taking one had nothing but downside written all over it. As an added bonus you got to challenge your impeccably dressed brother in law and watch him get wet.

          Better to make a contribution along with the dunking to show what a good sport you were.  Wet and generous. The risk analysis was always in favor of getting a little free publicity, even if it meant tracking down an old school chum or long lost cousin who actually had the disease.  This transformed the dunking event into a sort of reality show, with the one under the bucket as the star.

          What will be next for charitable organizations?  The public relations wheels must be churning to build on the ALS experience.  After all, the cancer, heart and diabetes fund raisers could hold some must see events that would make the ALS campaign appear minor league.  Can you imagine retired navy seals walking across Iraq to plant a U.S. flag, on a 24 hour news feed. That would get the dollars flowing in, like Jerry Lewis never could.  A final Led Zeppelin concert or Beatles reunion, with Lennon and Harrison’s sons playing with the old guys would open some wallets.

          Sometimes withholding entertainment is also a good bet.  For example, interrupting The Good Wife or Big Bang Theory with end stage lung cancer patients should meet pledge goals in minutes flat. The sure fire winner would be to buy up the rights to the Super Bowl half time show, which is now for sale, and make it into the largest pledge event in history.  What could be better than an audience of billions of intoxicated sports fans, watching a parade of wheel chairs and dying declarations, pledging the mortgage before the second half could start,.  Public Television, watch how the big boys do it.

          If charitable giving must be driven by entertainment, let’s do it right.  It cannot possibly be any worse than the endless stream of reality shows and we would not feel as guilty watching them and throwing in a buck or two.  Like it or not, giving for the sake of giving and even for the tax deduction are not enough.