Well-ordered charity

August 15th, 2017

In the age of multi-channel marketing, brands in general, and luxury ones in particular, are no longer satisfied with the good old advertising page to seduce us. Viral marketing, "CRM" and other sophisticated Internet sites, everything is good to lure us into nets which we let ourselves be taken, let's face it, with delight. However, if seducing with the senses is good, seducing with the heart is better. More and more luxury brands have understood this, which associate themselves with charitable organizations.


It was in 2000, under the glitter of the Cannes International Film Festival, that Caroline Gruosi-Scheufele met the famous British artist Sir Elton John for the first time. The Chopard house, which she co-manages with her brother Carl-Friedrich Scheufele, has already been a partner of the crazy week in Cannes for several years. Taking advantage of the sounding board of this highly publicized event, it adorns the stars, for their ascent of the steps, with pieces of fine jewelry, and also signs the Palme d'Or with its name. That year, Caroline Gruosi-Scheufele wanted to give a more generous tone to her participation and organized a big evening whose goal is to raise funds for the Elton John AIDS Foundation. It is on this occasion that she made the acquaintance of the singer of whom she had long been a fervent admirer. It was the beginning of a long history, both friendly and professional, since almost ten years later, their collaboration still lasts. All these years, the help provided by Maison Chopard has taken a wide variety of forms, such as the brand's participation in the charity evenings that the foundation organizes each year.



In the landscape of partnerships between luxury brands and charities, the PPR Foundation, an offshoot of the eponymous industrial group, is a special case. First of all because it is not attached to any luxury brand in particular, although this group owns a certain number including Gucci, Yves Saint Laurent or Boucheron. It therefore does not "sell" any of these brands and only acts in its own name. The culmination of a citizen approach initiated by PPR in 1996 with the signing of a first ethical charter, then in 2001 with the creation of the SolidarCité association, the “PPR Foundation for Dignity and Women's Rights” was created in January 2009 and with a budget of one million Euros over 5 years.

Casinos And Charitable Causes

The contribution of casinos to charity is not at all recent. It has been around for centuries. Indeed, the first casinos appeared in China thousands of years before Christianity. At the time, the organization of a casino was reserved only for religious organizations and charities. It was subject to certain conditions. For example, the event was only supposed to last three days and it must have received approval from the lottery registry. As we can see, casinos and charity have always gone hand in hand. Then as today, casinos hold an important place in the continuation and operation of charitable organizations. A lot online casinos with minimum deposits take part in the charity, so you can spend 3 dollars and know that by gambling you did something good for other people. 

One of the most popular tournaments is the Charity Poker Tournament. This is for example the case at Titan Poker. Sometimes the latter organizes an online poker tournament for the benefit of its players and charities. It allows players to play while socializing. Indeed, the tournament allows players to contribute to charitable causes through their favorite game. This is the case of the poker tournament organized in 2010 to assist the inhabitants of Haiti following the earthquake that devastated the island.

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