# When companies cock-up, is just saying sorry then paying a charity “fine” the best solution?

- Link: https://fundraising.co.uk/2013/10/17/when-companies-cockup-just-saying-sorry-then-paying/
- Published: 2013-10-17T11:43:39+01:00
- Author: John Thompson

**Recent corporate cock-ups, such as Asda and Tesco’s mental patient/psycho ward
Halloween costume fiascos, set the internet on fire. **

The flickering embers of angry tweets fired-off by disgruntled individuals, often
demanding a massive donation to charity, suddenly get swept up by a howling wind
of widespread outrage that’s fanned by tabloids intent on stoking up a good story.
Unless these situations are swiftly brought under control, corporate images can 
quickly succumb to third degree burns.

The social media onslaughts are relentless, often error-ridden, but the demands 
are clear: an explanation, a grovelling apology, a promise not to do it again and,
above all, a cash donation to a relevant charity.

## Advertisement

This wave of what I call ‘vigilante fundraising’ isn’t new. Witness the million 
quid the former News of the World dished out to several charities dealing with the
issues raised by its fall from grace. Not that it had that far to fall, although
that didn’t stop [causes scrambling to advertise in its final edition](https://fundraising.co.uk/2011/07/10/final-news-world039s-charity-content/).
Several energy companies too have paid pretty hefty charity ‘fines’ recently, by
way of a quick smack on the chops for their unsavoury sales tactics and misinformation
campaigns.

## A small price to pay for goodwill?

But what happens after the cheque’s been presented, banked and the flames have died
down? Have lessons really been learnt and is a tail-between-the-legs-delivered donation
ever enough? Let’s face it, the sums usually involved are a relatively small price
to pay for the goodwill speedly returned after such transgressions.

Let’s consider Tesco’s latest error of judgement whereby it’s allowed untold copies
of its Christmas catalogue to be published with a picture of a chalkboard displaying
the text: “All I want for Christmas is a puppy”. It’s a stupid mistake, as anyone
with a modicum of interest in animal welfare will be more than familiar with the
Dog’s Trust’s iconic message that  “A dog is for life, not just for Christmas.” 
Indeed, having spent this summer nursing one of my dogs back to relative health 
from a life-threatening illness and high-risk surgery, the concept of a “A dog is
for life”, and the level of commitment they require, resonates with me on a very
personal level.

This error has the potential, albeit unintended, to severely weaken the impact of
that message, not least because the offending text is being swooned over by a child
contemplating festive gifts. What’s more, this comes at a time when Battersea Dogs&
Cats Home has just launched a new range of branded toys I understand are due to 
go on sale at Tesco during the next few weeks.

## Such cock-ups present far bigger opportunities

Having been pretty slow off the mark on this one, with Tesco responding robotically
via Twitter, the latest we’re told is that it’s in discussion with Dogs Trust about
how best to put this matter right.  I hope this doesn’t just take the form of a 
cheque presentation, complete with obligatory smiley photograph, as I feel such 
situations yearn for a deeper and ongoing engagement between the companies and causes
affected. Indeed, such cock-ups present far bigger opportunities.

For example, Tesco has 427k staff and over 100k Twitter followers. For Asda, it’s
150k and 175k respectively. Each enjoy millions upon millions of interactions with
customers each year; in store, through magazines, direct mail, online and through
print and TV advertising. These channels offer a far more sustainable way through
which to right a wrong and reinforce sound messages. They offer priceless ways to
educate and re-educate millions of people whilst also offering the affected causes
fantastic opportunities to reach new donors.

So what might Tesco do after its recent paw show? Well, as it’s clearly already 
in the dog-house, I think those directly responsible could volunteer to spend New
Year’s Eve in a rescue centre kennel whilst Tesco engages all its marketing power
to raise significant sponsorship from, and awareness amongst, staff, customers and
suppliers. Or how about a Twitter fundraising/information campaign with Tesco donating
£1 per tweet sent using the hashtag #ADogIsForLifeNotJustForChristmas ?

Both ideas would be great ways to make amends, powerfully reinforcing the “A dog
is for life message” whilst raising funds. The press would love it and, dare I say
it, Tesco might come out of this with its tail wagging too.

In these circumstances, writing a cheque’s too easy, even though every little yelps.

 

## Comments

### By: HowardLake

- Link: https://fundraising.co.uk/2013/10/17/when-companies-cockup-just-saying-sorry-then-paying/#comment-3912
- Published: 2014-10-28T17:29:00+00:00

Here’s a discussion about this post on Twitter:
 [https://twitter.com/JTCHANGINGBIZ/status/526793265304313858](https://twitter.com/JTCHANGINGBIZ/status/526793265304313858)

### By: HowardLake

- Link: https://fundraising.co.uk/2013/10/17/when-companies-cockup-just-saying-sorry-then-paying/#comment-3913
- Published: 2014-10-28T17:31:00+00:00

Here’s the 2014 example of a company combining Halloween and offensive attitudes.
Roll up, roll up – who’s next?
 [https://twitter.com/mashable/status/526789444184326145](https://twitter.com/mashable/status/526789444184326145)

### By: HowardLake

- Link: https://fundraising.co.uk/2013/10/17/when-companies-cockup-just-saying-sorry-then-paying/#comment-3914
- Published: 2015-10-29T08:00:00+00:00

Here, via @LisaClavering, are two for 2015:
 [http://www.usatoday.com/story/news/nation-now/2015/10/21/amazon-lady-boy-costume-transgender-online/74320764/](http://www.usatoday.com/story/news/nation-now/2015/10/21/amazon-lady-boy-costume-transgender-online/74320764/)
[http://www.huffingtonpost.co.uk/2015/10/28/walmart-kids-israeli-sold\_n\_8405236.html](http://www.huffingtonpost.co.uk/2015/10/28/walmart-kids-israeli-sold_n_8405236.html)