Paul Sassone

This is the giving season, that time of the year we spend more time than usual thinking what to give to our family, our friends and to the needy.

And not only individuals partake in the spirit of giving. Businesses and corporations also help those in need. Corporations donate to charities that assist the hungry, the homeless, the cold and neglected.

There’s a fancy word for this kind of giving — philanthropy.

Lately, I have been seeing ads and TV spots for several philanthropic efforts.

But, I wonder, are they really examples of philanthropy?

Even though there are tax advantages to philanthropic giving there is implicit in the very act of giving that the giving has a cost, involves some sacrifice.

But, I can’t figure out what cost, what sacrifice — if any — is involved in these particular philanthropies.

You’ve seen the TV ads touting the Acme Snood Company (as an example) holiday toy drive for needy children.

Buy a toy and bring it to any Acme Snood store. The collected toys (you buy) will be given to a charity for needy kids.

But where is the philanthropy?

You have bought the toy. All Acme is doing is serving as a storage area.

Acme receives publicity that doesn’t cost it anything — a kind of free philanthropy.

The TV ads never say that the philanthropic businesses also donate toys or cash to the drive. The ads don’t mention anything about matching public donations.

Perhaps I am mistaken. I hope so.

I did see one ad from a business that it would give a gift card for its store to those who donate a toy. That’s a donation, of a sort.

I’d hate to think that any business or corporation would use holiday need and holiday giving as a marketing tool to garner some virtually free publicity.

When helping others, the thought should be — give until it hurts.

Not — give until it hurts someone else.

–It’s about giving, not storing–