For many people, the subject of charitable giving is a rather touchy one. We saw the ire of the general public squared at both Queensland Premier Anna Bligh and Prime Minister Julia Gillard when they announced their matching $1 million gifts to the Queensland Flood Appeal. Surely, this was a paltry sum compared to what was given for overseas disasters, such as the Boxing Day Tsunami. Doesn’t charity begin at home?
For charity organisations, they each scramble for a slice of the limited charity dollar, taking any opportunity they can to stick their hands out for their cause. I recall a television report a couple of years ago that told how Australians waste millions of dollars each year on food they don’t eat, clothes they don’t wear, books they don’t read, etc. The high profile CEO of a high profile charity indignantly remarked that if Australians couldn’t spend their money properly, then we should give it to his charity to ensure that it is spent properly. How to win friends and influence people…
Then there is the super wealthy who many people believe should share their vast fortunes with those less fortunate. Multi-millionaire Jamie McIntyre in the days when he wasn’t so well off researched the financial habits of the mega-rich and found that the vast majority donated a percentage of their income to charitable causes. Today, he teaches the Biblical principle of tithing as a fundamental of wealth creation.
Which brings me to Oprah. Oprah Winfrey is one of the wealthiest women on the planet, with a personal fortune of $US2.7 billion and earnings of $US315 million in 2010 alone. She is also very famous for her philanthropy. Between 1998 and 2007, she gave $US230 million to her Oprah Winfrey Foundation for distribution to over 170 projects throughout the world. She also established the Angel Network, a charity for Oprah’s viewers to partner with her in these many projects.
Oprah’s most famous acts of giving have come on her own program. In 2004, she gave away a car to all 286 members of her hand-picked audience in a gesture valued at $US7.8 million. Her annual “favourite things” episode is one of the most sought after tickets in the world because every member of the audience gets all ten products that Oprah lists on her top ten favourite items of the year. Recently, all 302 members of her studio audience received airline tickets to Australia for a recording of some shows down under. While here, Oprah gave away $1 million worth of computer gear to a needy school, $250,000 to a cancer sufferer and his family, 6000 pearl necklaces, and 6000 diamond pendants. For these acts of kindness and charity, Oprah is lauded and revered the world over.
So is there anything wrong with this picture? Let’s face it, Oprah is a woman with serious clout. One word from Oprah can take an author from struggle street to the top of the best sellers list overnight. A product endorsement from her means serious dollars for the manufacturer in question. Company chiefs know that giving Oprah an item for each member of the studio audience is a small seed that grows to a rich harvest in a short space of time. Oprah’s acclaim grows with each gift, the audience are thrilled, and the company chiefs count the cash. Everyone is happy.
Well, not always. The car giveaway in 2004 generated unprecedented publicity for the Oprah Winfrey Show, its host, and General Motors. Nothing like it had ever been seen before on US television. The hand-picked studio audience were all worthy recipients on the grounds of poverty, need, or good works done for others. The recipients wept with joy, the television audience rode the wave of emotion, the cash cow at General Motors mooed, and Oprah basked in the glory of it all. Lost in all the publicity was the $7,000 tax bill the US government imposed on the recipients that caused many of them to have to return the car because they didn’t have the means to pay. Oprah inexplicably refused to come to the party to pay the shortfall, as did General Motors. The stark reality of trash consumerism raised its ugly head, and nobody noticed as the adulation continued unabated.
So is Oprah the philanthropist she makes out to be? She publicly gives away stuff that doesn’t belong to her and reaps the benefit of an enhanced reputation through greater fame, higher ratings, and increased bargaining power. The companies who supply the goodies achieve prominent product placement, an Oprah endorsement, and a substantial boost to sales. The marketing and PR people on both sides do the rest, and the audience again is most satisfied. Purely a commercial transaction.
But it must be said in Oprah’s defense that she does not make the claim that she gives the products out of her own resource. The manufacturer is appropriately credited as supplying the goods, with Oprah acting as the conduit between the seller and the consumer, a connection that otherwise might not have been made. It is a classic win-win situation.
There is no doubt that Oprah Winfrey is a giver. She has gone to great lengths to document her charitable acts either as the primary giver or as the go-between. For some people, Oprah’s publicising her donations is distasteful in the extreme. This is curiously at odds with the desire of the community to see the mega-rich give more. However distasteful one may find Oprah’s public show of giving, one has to consider whether or not her ambassadorship for philanthropy inspires similar behaviour in others. The Bible tells us that the giver’s reward is in heaven if they give on the quiet, but have already received their reward if they make a show of it. As an ex-Baptist, Oprah doesn’t appear too concerned with heavenly rewards. Still, true religion is looking after widows and orphans, and Oprah can teach us all plenty on the subject.