Redden Your Nose and Join In or Do Even More?

Today is Red Nose Day. “Say what?” you ask.

Red Nose Day is a big thing in the United Kingdom and it has been for 30 years where it has raised billions of British pounds to end poverty. It is a part of the United Kingdom’s Comic Relief charity. “Oh, I remember Comic Relief,” you say, “but isn’t that OUR (the American’s) thing?” Uh, not really. We stole borrowed the idea from the Brits and now we are borrowing Red Nose Day, too, but this time it only took us three decades. NBC is taking the credit for bringing Red Nose Day to the United States. The television network partnered with Walgreens to sell the red noses that I am modeling in this classy photo of myself. Tonight, May 21, NBC is featuring a 3 hour broadcast (think “mini” telethon but without Jerry Lewis) to raise awareness and money.

Hey! It's Red Nose Day! Where's Yours?

Hey! It’s Red Nose Day! Where’s Yours?

Though my Inner Clown compelled me to buy this $1.00 red nose the last time I was in my local Walgreens, it was never very clear to me if this was more than a marketing ploy for Walgreens and a ratings push for NBC. I am still not sure. Frankly, the promotion on the U.S. version of Red Nose Day has seemed more about NBC, its stars and programs, and Walgreens products and services and far less about the cause. (Look, I do understand cause-related-marketing but you still have to highlight the cause, too.) Until you take the cellophane off the nose and read the odd “cut-out”-like information piece that is attached to it, you might not even know which charities stand to benefit from Red Nose Day. To really learn what your Red Nose purchase supports you have to go to the official Red Nose Day website where I found this explanation:

The funds raised during the Red Nose Day campaign will be given to a variety of nonprofit organizations that transform children’s lives. This year we’ve partnered with twelve amazing organizations working in the US and abroad. The great news is the half the money distributed will be spent right here in the US at projects close to home. The other half will be spent in some of the poorest communities in the world in Africa, Asia and Latin America.

However, for me, the clearest explanation of the purpose of Red Nose Day came from an NBC Entertainment promotional site:

The aim of Red Nose Day is to bring about real and lasting change by tackling the root causes of poverty and social injustice.

Now, THAT’s a cause I can really get behind.

Nonetheless, I had secretly wondered if my mild addiction to collecting red noses had led me to unwittingly add to the profits of two big businesses. My angst was increased when I read that only 50 cents of my $1.00 red nose purchase would actually go to the charities listed as beneficiaries of the effort and the remainder would be invested in nose production. Given the scale of production required to supply so many red noses to Walgreens all across the country, I find it hard to believe they really cost 50 cents each to produce. Five cents seems more realistic. Obviously, I could do far more by simply going to each charity’s website and contributing $1.00 directly to each of them. In fact, I could double my contribution by sending the same $1.00 to them that I spent on the cheap red nose at Walgreens…except I would not have the red nose for my collection.

Ouch! That pricks my conscience. It seems like I am not really different than the many others who need to get something in return for investing in a cause. Some people need their name on a building. I simply need a new red nose for my modest collection.

Last night I attended a celebration of the work of Dr. David Greenhalgh, the Director of the PhD in Organizational Development program at Eastern University where I received my doctorate. David is retiring, in his words, “on August 31 at 11:59 PM” and the PhD Summer Residency dinner included a tribute in which students and alumni were present to participate. It was a great party! The after dinner speaker was Dr. Joanne Ciulla, from the Jepson School of Leadership Studies at the University of Richmond. She is known for her work and writing on ethical leadership and she spoke briefly and engagingly on the topic of “The Ethical Peculiarities of Leadership.” She observed that ethical leaders can be ineffective and effective leaders can be unethical. If we wish to be both ethical and effective we need to examine our leadership actions with these four questions:

  • Am I doing the right thing?
  • Am I doing it the right way?
  • Am I doing it for the right reason?
  • Am I using what I have learned?

I applaud the leadership efforts of NBC and Walgreens and the followership efforts of all of us (even if we are just wanting to merely add to our red nose collections) for falling in behind Red Nose Day. I love it that the cause is “tackling the root causes of poverty and social injustice.” I wonder, though, if we might learn from our efforts this year and improve upon them next year by thoughtfully considering the first three questions from Dr. Ciulla. Perhaps NBC and Walgreens can make it more about the cause than about pushing programming, stars, and products. Perhaps I can add a red nose to my collection and still contribute directly to each of the charities.

Indeed, what more can we all do? 

Be Greater. Do Good. Every Day. (with or without a red nose)

Tom

2 thoughts on “Redden Your Nose and Join In or Do Even More?

  1. Its-Jme

    This is extremely interesting, thanks for the read. Although Walgreens has some great intentions with this cause, based on your insights, it makes me question if the company is doing this mainly for marketing purposes. What is really their end goal? Although they’ve made it quick and easy to purchase, I think they could’ve taken a more strategic approach if their intent is really to help end poverty.

    Reply
    1. The Non-Profit GP Post author

      Thanks so much for your comment, Jme. I’m sure you noted that I tried to highlight similar concerns in my blog. I spent a couple of years as a fundraiser for an international children’s charity that used cause-related marketing techniques similar to the Red Nose promotion of Walgreens and NBC. In my heart of hearts, I really wish people would simply give to causes because they care and want to do some good. If they did, much more of their contribution would actually go to the charity. In reality, though, many, many people need to “get” something for their contribution – whether it is their name on a building, a paper icon that displays their name at the store front, or a red nose. Also, it is a reality that the cause-related marketing approach raises an amazing amount of money for charity even as it sells products for the corporate sponsors. It leaves many of us with an ethical quandary: do we contribute through the cause-related marketing scheme because it does raise so much money even as it lines corporate pockets or do we simply give directly to the charity? I prefer a direct gift to the charity but I also appreciate the amount of money cause-related marketing does raise for good causes.

      Reply

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