The MS society is playing "See, we're making it right,

so keep giving us lots of money!"
For those who don't look at X/Twitter,
After doubling down a couple of times saying that they were correct, they apparently faced a massive backlash that threatened their revenue stream. So now they’re contrite.

This isn’t an apology. It’s a plea forget what they did so they can get back to business as usual.

It’s no different than a person in court telling a judge how sorry they are, and expecting this “apology” to make it all go away.

When they change the leadership across-the-board that allowed this to happen in the first place, and put specific, written protocols in place to prevent it from happening again, then that’s a real apology.

Until then, donate to another organization.

(As a sidenote, I cofounded a marketing agency that represented several national nonprofits. I know how they work. They haven’t learned anything other than to do a better job of hiding their actions the next time, so they don’t provoke such a fury).