Doug Lessing and Marissa Rosen
Published 4 years ago.
About a 5 minute read.
Image: Grace Lessing
/ This article is sponsored by
The company-employee-cause relationship has been transformed over the years; why not the company-customer-cause relationship, too? At Phin, we work to help companies build impactful relationships with consumers and charitable organizations through sponsored donations.
Chances are you’ve heard of Giving Tuesday,
but what do you know about it? How does it work — and how can your business
participate in a meaningful way that benefits your consumer, the cause and your
brand? Give us two minutes.
Falling on the Tuesday after Thanksgiving each year (this year on December 3rd),
#GivingTuesday is quite the opposite of Black
and Cyber Monday. This honorable national holiday, symbolic of the kick-off
to end-of-year giving campaigns, is the biggest “giving” movement in the world!
First introduced in the US in 2012, the rallying cry to this campaign was
the belief that technology and social media could be used to make generosity go
viral. And boy, has it worked! On Giving Tuesday 2018, 3.6 million people in 150
countries raised over $400 million, with the average donation just over $105.
Talk about impact!
That said, there are two challenges that we see in fundraising:
1. How to avoid donor fatigue in the ever-expanding (and impressive) tools asking for consumer-funded donations
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2. How to involve consumers and give them a voice in corporate philanthropy.
There’s already an impressive array of fundraising tools weaved into our online
and offline lives that are ‘convenient’ touch points to enable donations from
consumers. As a consumer, you know these programs well and see them in social
media fundraising tools, Point of Sale round-up apps, and the many in-person
events we participate in.
There an admirable suite of tools to financially support great causes. Last
year, nonprofits using
Facebook raised more
than $125 million for charity on Giving Tuesday, up 178 percent from 2017,
meanwhile organizations using the Donate Your
Change app have raised over $1 billion
in three years! Yet, there is a risk of saturation and a weary donating public.
It is important, too, that we recognize that companies have an opportunity to
bring their customers into their philanthropy as a partner. A recurring theme of
Sustainable Brands '19 Detroit
was engagement and authenticity, particularly with regard to
populations. As presented in Detroit, a 2018
study shows that “Millennials could hardly be clearer about their priorities and
concerns.” Unfortunately, two-thirds of these groups believe that companies have
no ambition beyond wanting to make money. We are in a stage of a private-sector
says, “Instead of painting your brand as the hero, why not take the backseat and
make your customer the hero?” Customers desire to be empowered to choose,
rather than told what’s important. Why not involve the customer in corporate
giving programs, make them a part of the experience and give them a choice where
philanthropy is directed? After all, in most cases they have ‘earned the impact’
through their many interactions with a company.
The company-employee-cause relationship has been transformed over the years; why
not the company-customer-cause relationship, too? At
Phin, we work to tackle these challenges by helping
companies build impactful relationships with consumers and nonprofit charitable
organizations through sponsored donations. PhinPoints can be earned through
social media campaigns, newsletters, on-product branding and limitless other
ways — at no cost to the consumer. Our ethos is simply that the customer has
earned the impact, and should be empowered to choose the beneficiary cause.
Through our platform, companies can enhance their relationships with their
customers and support great causes — so, everyone wins!
The 'Shore Thing' pancake | Image credit: Paige Beallis
We recently tackled these two challenges in a cool, local campaign that was both
fun and engaging.
We worked with a popular local brunch spot on Long Island called
Hatch, as part of their perpetual ‘Do Good’ program
to raise awareness about local conservation programs. This year, we had some fun
with their annual “Shore Thing” campaign: We have a natural North Shore vs South
Shore rivalry, so to highlight the importance of customer choice, the campaign
featured Friends of the Bay on the North Shore
and Save the Great South Bay on the South.
The ultimate customer choice — North vs South!
The campaign was simple: In
Instagram campaigns and in person, customers were encouraged to order a
special “Shore Thing” pancake and receive an instant $5 PhinPoints donation
credit to scan and redeem via smartphone. The customer could then choose one of
the featured conservation causes — North Shore or South Shore — or even go
discover other causes from our impact marketplace. We saw a high redemption
rate, with 76 percent of customers donating their PhinPoint donation credits
immediately. The campaign was designed to maximize awareness and engagement on
Instagram, where we saw an impressive 84 percent improvement in engagement.
We didn’t change the world with this single local campaign, but we did reach
thousands organically on Instagram, while the staff also had the opportunity to
talk with hundreds of patrons about the initiative and raise awareness of two
great local conservation causes. Hatch connected its philanthropy with its
customers in an entirely new way.
(Oh, and if you are wondering whether the North Shore or South Shore won the
Shore Thing campaign … well, we need to live and work on this island and don’t
want to go into hiding. Oh, the heck with it — Go, South Shore!)
In honor of Giving Tuesday, and as a thank you for reading this article, we
offer you this 1,000 PhinPoint ($10)
as a thank you from Phin and Sustainable Brands. Go and discover great causes — you’ve
Published Nov 18, 2019 7am EST / 4am PST / 12pm GMT / 1pm CET
This article, produced in cooperation with the Sustainable Brands editorial team, has been paid for by one of our sponsors.