As we near the end of Mental Health Awareness Week, many companies have shown their support in the fight for support. While some may feature special sales or offer a portion of proceeds being donated back to mental health services, one has to wonder: Are the mental health services or charities actually getting your donation?
I was scrolling through Facebook the other day and I came across an advertisement for an online retail company, which states funds from the sale of their items are donated back to a mental health charity. My curiosity was peaked, so I checked out their website and what I did not see was what made me dig a little deeper: which charity were they partnered with to receive the funds?
Under the “About Us” tab on their website, the company says:
“…our mission is to positively impact the world one purchase at a time. We strive to deliver customers with high-quality, fashionable clothing and accessories, while enabling them to donate to a trusted non-profit organization to help change the world for the better.”
I went through this company’s entire website and nowhere did I see the name of the ‘trusted non-profit organization” they were collaborating with. This got me thinking, has the current mental health crisis our world is facing become a marketing gimmick?
I reached out to the Canadian Mental Health Association’s (CMHA) North Battleford branch to get some answers. Michele Winterholt, executive director of the branch, said while some local retailers will work alongside local branches, there are red flags consumers need to watch for.
“Sometimes the CMHA branches will collaborate with different businesses or service groups. And sometimes CMHA is not directly involved in some events, but we are aware of the support, especially around important weeks such as Mental Health Awareness Week. So it can be difficult to know whether your donations are actually getting to where they need to go.”
Winterholt said there are some key things to look out for, regardless of whether the purchases are made in a retail store or online.
“If the company is not forthcoming with where the funds are going or provides very vague and generic information, chances are your money is not reaching a legitimate charity.” She also adds that most companies that collaborate will use all the logos of all the organizations involved.
“For Mental Health Week this year, we are working with a few local businesses and groups for a few events. Usually, the CMHA name or logo is attached to all the advertising, so those who want to support us can recognize what events we are connected to,” said Winterholt.
With mental health awareness initiatives on the rise, it has increased the level of vulnerability, allowing illegitimate businesses to take advantage of fundraising to line their own pockets. Winterholt explains that donors should take a moment to do their research, especially with online purchases claiming to donate funds.
“At a national level, the CMHA website will inform donors of which online businesses we are working with for raising funds and awareness. Locally, when we were selling cash calendars, our office had numerous calls inquiring if the door-to-door sales were legitimate. We told them it was and we were glad some people contacted us to confirm. When in doubt, check it out.”
For Mental Health Awareness Week, the North Battleford office has many events happening in the Battlefords. With an early kick-off, the CMHA office is hosting Champions of Mental Health: An Artistry of Community, where they will celebrate those who have uplifted mental wellness in the community. On May 5, the CMHA office will attend the flag raisings at City Hall in North Battleford and Town Hall in Battleford before doing a presentation at the Gold Eagle Casino.
Nutter’s locations, including North Battleford and Lloydminster, will participate once again by raising funds for the CMHA starting May 6. The Battleford’s CMHA office will also join forces with the North Battleford Library, kicking off their new Mental Health Book Club the evening of May 6. There will be a few school presentations throughout the week before the Meota Catholic Church hosts their five-kilometre walk/run on May 10.
“If you are worried about where your donated funds are going, donors are always welcome to donate directly to the organization or charity they wish to support,” added Winterholt.
If you or someone you know is in crisis and needs immediate assistance, go to the nearest hospital or call 911.
