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“The lesson here is most people are fundamentally good,” [Panera founder and Chairman Ronald] Shaich said. “People step up and they do the right thing.”

The “right thing,” in this case, is choosing to pay the full retail price (or more) for a bagel at one of Panera Bread’s pay-what-you-want restaurants. These locations are nonprofit, and “prices” are actually just suggested donations. Any money left over after paying the utility bills and workers’ salaries (i.e. overhead) goes to Panera’s charitable foundation.

This is genius for two reasons:

1. Amazing PR for Panera

2. Combining hunger and peer pressure to make people donate to your charity

Seems like it’s getting easier every day to spend money. Is this the new philanthropy? Are $10 text donations just the start? Anything that gets people to donate more money to good organizations is progress in our book.

You have to wonder, though. Is this kind of giving the way you really want to spend your donation dollars? Impulse giving is kind of like impulse shopping – it will probably make you feel good about yourself at the moment (especially if you just ate a delicious sandwich), but it doesn’t usually reflect who you are or where your values lie.

And it definitely goes against the sage advice to do your homework before you give someone your money.

Tags: bread, charity, foundations, impulse giving, new philanthropy, nonprofit, Panera