Gaskin and Adams celebrate the giving life

Hey, PR people: over-press-released reporters won’t cover your client’s gift to a good cause? Your pro bono nonprofit can’t afford to advertise its event? Breathe deep. Now there’s a magazine devoted entirely to San Francisco’s goodwill.

“Benefit: The Lifestyle of Giving” released its first issue last month, bringing 98 pages of high gloss and capable freelance writers to the responsible yet fashionable world of philanthropy. The title was the brainchild of Editor in Chief Tim Gaskin, who’s well known around The City as an artist and television host, and Publisher Dorian Adams, a magazine advertising veteran.

“Philanthropy is a $260 billion sector of the economy and we’re the first and only magazine to cover it,” Adams said.

As a gay man, Gaskin said his lifestyle has long included fundraising for AIDS-related causes, and he felt challenged to do more to increase charitable giving in San Francisco.

“Our goal is to inspire people,” Gaskin said. “We’re in a way a guidebook through good example.”

Gaskin said the point is to celebrate the lifestyle while giving voice to underserved charities and helping people better plan their giving.

Aiming to be a major city lifestyle magazine catering to a high-end demographic, it offers all the usual departments — food, fashion, travel, people profiles, society photos, news — but looks at them through a charitable lens.

Don’t expect frequent exposés of nonprofit scandal, though the premiere issue’s profile of the Moore Foundation by Chris Barnett doesn’t

shirk from digging up old issues as it chronicles the foundation’s changes.

Benefit also offers an unusual form of advertising, in which “patrons” purchase a full-page advertisement, most of which goes to the charity of their choice.

The first issue was sent to some 40,000 major donors to local nonprofit groups, from a list maintained by the nonprofits and sent directly to a bonded mailhouse, Adams said. The next issue is slated to be 132 pages.

kwilliamson@examiner.combusinessBusiness & Real Estate

If you find our journalism valuable and relevant, please consider joining our Examiner membership program.
Find out more at www.sfexaminer.com/join/

Just Posted

Recology executives have acknowledged overcharging city ratepayers. (Mira Laing/2017 Special to S.F. Examiner)
Recology to repay customers $95M in overcharged garbage fees, city attorney says

San Francisco’s waste management company, Recology, has agreed to repay its customers… Continue reading

A construction worker watches a load for a crane operator at the site of the future Chinatown Muni station for the Central Subway on Tuesday, March 3, 2021. (Sebastian Miño-Bucheli / Special to the S.F. Examiner)
Major construction on Central Subway to end by March 31

SFMTA board approves renegotiated contract with new deadline, more contractor payments

(Kevin N. Hume/S.F. Examiner)
Settlement clears path for all youth, high school sports to resume in California

John Maffei The San Diego Union-Tribune All youth and high school sports… Continue reading

Neighbors and environmental advocates have found the Ferris wheel in Golden Gate Park noisy and inappropriate for its natural setting. <ins>(</ins>
Golden Gate Park wheel wins extension, but for how long?

Supervisors move to limit contract under City Charter provision requiring two-thirds approval

San Francisco school teachers and staff will be able to get vaccinations without delay with the recent distribution of priority codes. 
Shutterstock
SF distributes vaccine priority codes to city schools

San Francisco has received its first vaccine priority access codes from the… Continue reading

Most Read