‘In Memory Of’ Candle

Campaign: ‘In Memory Of’ Candle
Company: Scent-Sations
Nonprofit Partner: Unknown
Launch Date: December 20, 2012

Campaign Description:  

Candle creator Scent-Sations, Inc., has announced a new Limited Edition candle to benefit the families and survivors of the Newtown, Connecticut school shooting. The “In Memory Of” candle started selling December 20th via independent distributor web sites and approximately $20 of each $24.95 candle will go to charities assisting victims and their families.

Our Take:  

This is the first cause marketing campaign in response to the Connecticut shootings we’ve seen to date. CEO Bob Scocozzo wanted to contribute quickly and so designed this special candle with all proceeds designated for donation. Unfortunately, a nonprofit has yet to be selected as the benefitting charity, which makes showing impact and transparency difficult, if not impossible. Since Memorial Fund nonprofits are still being created in the wake of this tragedy, is it better for a company to mount a rapid response or wait until the foundational pieces are in place to act? Weigh in below in the comments.