Cause Marketing

Fox News reports that reality star Kim Kardashian is pocketing 90 percent of the money raised from her eBay Giving Works auctions. The auctions ostensibly benefit the Dream Foundation, which grants wishes to terminally-ill adults. Kardashian's father died of cancer. But Fox found that only 10 percent of the money actually went to the cause, something she states openly on her blog when promoting the auctions. Ten percent is the minimum Giving Works allows. Most of the items are from the Kardashian’s collection of fashion apparel. Fox reports past items have included: A Herve Leger dress. The robe she wore on “Dancing With the Stars.” A pair of Christian Louboutin Nude Patent Platform Pumps. A Rock Stella & Jamie Cropped Faux Fur Vest. A pair of Balenciaga White Leather Peep-toe Platform Heels. In effect Kadashian, a multi-millionaire has figured out a way to monetize the churn of her wardrobe inventory. All with the gloss of charity. My headline says one cheer for Kim and that’...

Maximizing Charity Auctions on eBay More than 40 celebrities signed ' Matt ,' the paper mannequin training aid used to demonstrate Philips Electronics' automated external defibrillators at the Sundance Film Festival in January. Philips donated $500 to the American Heart Association for each celebrity who signed Matt, up to maximum of $20,000. When the Festival concluded, Matt was packed off to Auction Cause, an auction management agency in Beverly Hills, Calif. led by Eric Gazin. Eric is an eBay PowerSeller and has specialized in celebrity and charity auction items for more than eight years. I asked Eric if he would share some secrets from his experience, and there are some surprises. One, for instance, involves Britney Spears' recently shorn locks! Read on. How much did the Save Matt auction generate? "The auction generated $300, but more importantly, it received a lot of publicity for the American Heart Association ." How does your service work? "Auctio...