When someone first told me about collecting soda can pull-tabs for free dialysis I was suspicious. This was 20 years ago when I worked at Children’s Hospital of Philadelphia. No medical facility would decide to treat (or not treat) a sick child based on something as useless as a pile of soda tabs. So every time I saw a pull-tab cup on a desk or was asked to donate pull-tabs I always tried to track down the actual charity involved. I would be forwarded from one person to another but in every case the trail was a dead end. Lots of effort was being wasted collecting pull-tabs and no one really wanted them.
So this summer when a neighbor asked me to save tabs for the Ronald McDonald House I told her about my experience. She countered with a pre-printed tab collection box shaped like Ronald McDonald House. So I did some digging and was stunned to find that RMH really was using little boxes shaped like Ronald McDonald Houses to collect tabs. Their web site stated that some chapters collect thousands of dollars a year from pull-tabs.
It was no hoax, and yet something didn’t make sense. It takes about 25 tabs just to get 1 penny in aluminum. In other words a person could collect 6 tabs a day for a year and only get one dollar’s worth of aluminum. Why would a charity encourage such an inefficient donation method? Because someone had a stroke of genius.
One of the biggest challenges that any charity has is getting visibility in a world full of unmet needs. So RMH gives people something easy to do, something that feels like contributing, and they are all willing to put a little RMH box in a prominent place in their home or office. They even ask their neighbors to contribute. Even if they break even on the aluminum the visibility and goodwill they generate is worth all the trouble. And the best part is that they don’t have to encourage people to collect tabs. People seem programmed to collect them whether they are needed or not. It actually seems harder to stop people from collecting tabs. So rather than wasting energy educating people on the hoax they harness the energy already there and make the hoax into a reality.