Philanthropy | For Goodness’ Sake

The CD that’s music to charities’ ears

The charity donation method that’s clicked with consumers

The CD that’s music to charities’ ears

February 02 2011
Lindsay Macpherson

Embedded generosity, where a company’s product incorporates a charitable donation, is proving a popular business model: UK charity search engine Everyclick has raised over £1.5m, while sales through “eBay for Charity” have generated over $200m worldwide. So when the British Heart Foundation prepared to release a fundraising CD of love songs by the likes of Al Green and Aretha Franklin to celebrate its 50th anniversary, launching it exclusively with “donate as you download” website Fairsharemusic was a natural choice.

Founded by music-industry veterans Lee Cannon and Jonny Woolf, Fairsharemusic donates 50 per cent of profits from every download to one of its 11 UK partner charities, and – following its launch eight months ago – is on track to meet its 2011 target of gaining 0.2 per cent of the UK’s download market.

“This should allow us to generate donations of about £25,000 in our first year,” says Cannon, “but as the market is increasing at around 40 per cent a year, we have plenty of room for growth.”