Just How Much Does that Purchase Benefit Charity?

The Better Business Bureau's Wise Giving Alliance, a national charity watchdog, advises shoppers to look carefully at product promotions that benefit charities to see if the advertiser clearly discloses the amount of the purchase price that will go to the charitable organization.

In most instances, the amount going to charity is usually less than 10 percent of the purchase price, according to the Alliance. But that small portion can add up to big bucks for the charity. It is estimated that in 2003, charities will cumulatively receive almost $1 billion from cause-related marketing.