Every October, countries worldwide observe Breast Cancer Awareness Month, focused on increasing support and awareness of one the most common cancers affecting women worldwide. According to the Centers for Disease Control (CDC), breast cancer is the second most common cancer among U.S. women and the most common in Texas.

There are countless ways to contribute, and consumers help raise millions of dollars for breast cancer research each year, often by purchasing “pink ribbon” items. However, just because a charity is advertising that proceeds benefit breast cancer research or awareness does not automatically mean that you are donating wisely.

BBB recommends exercising caution when choosing a charity to support and offers the following tips from BBB’s Wise Giving Alliance:

Shop smart. Some companies donate a portion of the sale of specific items designated with pink ribbons or packaging. When shopping for “pink ribbon” items, see if the promotion is transparent about which charity it will benefit and how much of the purchase will be donated. Watch out for vague claims of proceeds benefiting unspecified charities.

Check the charity. Charities accredited with BBB Wise Giving Alliance meet the 20 BBB Charity Standards. If you are considering a donation to a charity that is not familiar to you, go to Give.org to view its charity report or find trustworthy organizations to donate to. When researching a charity, pay close attention to its name, as some questionable charities may use names similar to those of established organizations.

Participate carefully. Some charities host fundraising events in addition to marketing promotions. If this interests you, gather all the important information before signing up. Is there a participation fee or are you required to sign up a minimum number of sponsors? Is the event being hosted in-person or virtual and, if in-person, what procedures are being followed to minimize the spread of COVID-19? Always research the charity or group organizing the event before you register.

Take action. If your preferred charity is not holding any events or promotions during Breast Cancer Awareness Month, contact them directly to see how you can volunteer or donate on your own time. Every type of contribution helps!

To view charity reports and find more wise giving tips, visit Give.org.