Endorsing controversy

A few days ago, the Sierra Club endorsed Clorox Greenworks.

Allegedly the Florida S.C. chapter was banned due to its public opposition (or was it because of chapter corruption?)

Pondering:
Sell-out?
Or a recognition of embracing mass to have the most potent impact, given how (big brands, thoughtlessly) and where (Wal Mart)people shop?

Is the cash to help Sierra Club do greater good thus justifiable?
Or is really going for virgin paper Post-Its?

Must third parties always be NGO for street cred?
Or should a household name win on salience to the average Jane?

Is the endorsement worth the sell out?
Is it worth the renewed exposure to a gigantic audience?

In the future, maybe corporate do-gooding will be less about Earth Day clutter and more a matter of powerful badge brands endorsing charities, especially charities pursuing legislation.

Mini did it rather boringly a few years ago by giving (branded) billboard space to already well-known, non-objectionable charities like Habitat for Humanity.

Moveon.org endorsed Obama and is now asking members for their input on local/regional candidates.

Can't wait to see who is helped, hurt or rather unaffected by all these bedfellows.