Contact: Matt Baxter, 503-906-1622

PORTLAND, Oregon, Aug. 30 /Christian Newswire/ -- There is a growing trend for corporations to partner with charities to market specific items – from Pink Ribbon canvas shoes to an INSPI(RED) shirt from the GAP – as more people choose to buy products that support a cause. According to a 2006 Cone Millennial Cause study, 89 percent of Millennials (ages 13 to 25) will switch to another brand of equal price and quality if the second brand is associated with a good cause.

But how much good are these "causesomers" accomplishing for the charity–and in their own lives?

Eric Foley, Vice President of Giving and Training for Mission Increase Foundation, contends this trend can shortchange charities and givers over time.

"Although such promotions generate good will and public attention," Foley explains, "they can make us to think we are doing more than we really are. We want things to be easy and comfortable, but we are at risk of teaching young people they don't have to sacrifice to 'give' to charity. We are raising a generation with no idea of what philanthropy is."

"We must consider two side effects." Foley continues. "First, we are not doing as much as we could for those causes we care about because only a small percentage of our purchase is being donated. It's sad when people think because they've bought a shirt, they've 'done their part.' Charities miss out on an opportunity to connect with individuals beyond one transaction and have them own the mission."

"Second, we do not fully experience the blessings of giving through this method of charity. When we are giving only to receive something in return, we are not experiencing the blessings of giving unconditionally. We may feel good that we've 'given,' but we are missing an opportunity to invest more of ourselves – not just our money. We rob ourselves of longer-term joy when we settle for a shorter-term 'instant giving' gratification."

Mission Increase Foundation teaches ministries how to develop projects that do not just earn money, but also transform the donor along the way. Based on Jesus' saying that it is better to give than receive, Mission Increase Foundation's transformational giving model impacts and transforms the donor by engaging them beyond a one-time transaction. When giving is done successfully, donors find themselves feeling blessed in being a part of a bigger cause without looking for something in return.

Foley puts it this way: "When we give from the resources God has given us to a cause that expands His work, we become transformed and actively take part in making a real difference, not just thinking we are making a difference."

Mission Increase Foundation is a national granting and training foundation that seeks to transform lives for Christ through effective giving and training for ministries in California, Colorado Oregon, and Washington.

For more information about Transformational Giving or sign up for a monthly newsletter, visit www.missionincrease.org.