Amazon’s painless way for charitable giving
handy for Valley nonprofits
Ready or not it is the gift giving season starting with Black Friday whose message is so pervasive. Even the staunchest Scrooges are known to go weak in the purse strings with splurging, so charity for the most reticent is easier than ever thanks to tech’s improvements.
Amazon, the preferred way of shopping for many, launched a new initiative three years ago that seemed to dovetail with Giving Tuesday, started the year before, as an annual 1-day global movement for charitable giving. But for three years Amazon has offered public nonprofits the chance to donate every day to their favorite charity by logging on to www.smile.amazon.com.
When visiting AmazonSmile customers are prompted to select from nearly a million eligible charitable organizations. The AmazonSmile foundation will then donate 0.5 percent of the purchase price to the customer’s charitable organization.
Linked to the program for the last 1 and 1/2 years, the Humane Society of Imperial County made posts to its Facebook page just before Black Friday urging shoppers to take advantage of Smile donations whether it was the animal shelter or any charity.
“I think it’s great because we have supporters in other counties and states who want to help but we’re too far away,” said Devon Apodaca, executive director of the shelter.
“But they see our wish list on our Facebook page. I definitely recommend Smile. You get support from your own community and from all over the place.”
Tiffany Mendoza, volunteer coordinator with the Humane Society noted they have accrued $100 from Smile. “I have 10 friends who designated us and I did it a long time ago,” she recalled.
Ken Wuytens is executive director of United Way of Imperial County.
United Way IC has had a Smile account for one year and named themselves as the beneficiary.
They also have local supporters.
But there is a golf course in the Phoenix area that has named them as their charity recipient too. So far United Way IC has received two to three hundred dollars.
Since updating their Amazon account to Smile in October, Between Women, the Brawley nonprofit that provides prosthesis for those who have had breast surgery has received $200.
They also named themselves as the beneficiary. “We don’t have many other resources except an occasional donor,” said Between Women Executive Director Oreda Chin.
“And we’re encouraged now were in the Christmas season. The more the public knows the more they can help with just a click of the mouse.”
For Court Appointed Special Advocates, a nonprofit that trains and supervises volunteers who advocate for best interests of abused children, Smile has generated $100 since July.
All proceeds are earmarked for children’s recreational or enrichment activities noted Alex Cardenas, executive director. “There’s no initial investment to be part of Smile,” said Cardenas.
“And anybody who makes a purchase on it has the opportunity to give back to CASA. Nothing goes to overhead or expenses.” But there is a caveat. Online version of Money magazine published an article with an opinion from Sandra Miniutti, vice president for Charity Navigator, an independent charity watchdog organization.
Miniutti pointed out that 0.5 percent of most Smile purchases will not amount to much unless it is a big ticket item.
For anyone who desires to make a difference Smile is not the best choice.
Unless a nonprofit is a big shopper, Smile should not be a substitute for donating directly to a trusted charity, Miniutti cautioned.