Facebook Causes Wants Money From Valentine Retailing

By Jackie Cohen Comment

Facebook’s do-gooder application Causes is donating $10 to charity for every purchase from participating florists ahead of Valentines Day.

This campaign marks the first time Causes has tapped into retailing to raise money for charity, and it’s made possible through partnership with Trialpay and ProFlowers, among other florists.

When purchasing a bouquet from participating florists, you get to choose among five different charities to receive the $10 donation: Keep the Arts in Public Schools, Prem Rewat, National Parks Conservation, Invisible Children and Campaign for Cancer Prevention. The offer kicked in today and lasts until February 15.

We dig altruism and like the general idea but wish it were executed differently — like aiming for a different holiday, retail category and price point. Making the donation a flat $10, compared to the price of a bouquet seems a bit unweildy and — well, it’s steep and likely to get passed on to the buyer.

In what many people call a mixed economy, flowers are one of those categories that unfortunately might succumb to individuals’ budget cutting. Maybe that’s why the leading florist, FTD, which isn’t participating in the Causes.com project, is currently touting savings of up to 25 percent on its website, just in time for Valentine’s Day.

What do you think about this admirably-intentioned campaign?