achieving the ‘triple win’ - exploring new ways for non-profits & business to collaborate

Post on 25-Jun-2015

177 Views

Category:

Marketing

0 Downloads

Preview:

Click to see full reader

DESCRIPTION

Webinar hosted by FirstGiving, delivered by Jay Ziskrout and Leslie Myers of Charitable Checkout (http://charitablecheckout.com). The predominant archetype of the nonprofit-business relationship has typically centered on nonprofits asking for economic and/or in-kind support, in exchange for corporate bragging points. It’s time to re-engineer this stale model. There needs to be an evolved approach that more completely, and measurably, aligns the objectives of both nonprofits and business. Incentivizing both giving and spending Being better at giving credit where credit is due Using digital media to generate positive reinforcement for donors and consumers Why ‘Win-Win’ is not enough and how to create ‘Win’ for the public as well

TRANSCRIPT

#FGWebinar

Achieving The ‘Triple Win’

Exploring New Ways For Non-Profits & Business to Collaborate

October 24, 2013

#FGWebinar

Founder & CEO Jay Ziskrout @JBZiskrout4

ABOUT THE PRESENTERS

•  COO, CMJ Network •  Founder, LatinoVision.com •  MD, Epitaph Europe •  VP Promotion, Arista/BMG •  Performing Musician

Bus Dev Leslie Myers4

@RewardedGiving4

•  Marketing, World Resources Institute •  VP Cross-Sell, Citi •  Marketing Manager, J Crew •  MS Direct Marketing, Northwestern

#FGWebinar

HISTORY OF COLLABORATION

•  Sales-Dependent Donations •  Donation Drives •  Grant Requests

#FGWebinar

HISTORY OF COLLABORATION

•  Sales-Dependent Donations – Aligns with ‘conscientious "

consumption’ – Prioritizes product over cause – Commercial Co-Venture – Lack of clarity re: actual"

charitable impact.

#FGWebinar

HISTORY OF COLLABORATION

•  Donation Drives – Can be highly effective. – Business needs to put some"

‘skin in the game’ for credibility. – Pressuring consumer can be"

counter-productive.

#FGWebinar

HISTORY OF COLLABORATION

•  Grant Requests – Doesn’t directly help business. – Doesn’t maximize public "

awareness and goodwill.

#FGWebinar

SLICING UP A SHRINKING PIE

•  Business focus on curating social/public image. •  Corporate pressure to maximize profits. •  Increasing Non-Profit 'Competition.’ – 25% growth!

•  Key To Bigger Slice: – Align objectives

Source: The Urban Institute

#FGWebinar

WE'RE NOT SO DIFFERENT...

•  Different End Goals – Non-Profits: Addressing a social/cultural problem – Business: Maximizing Profits

•  Means Are The Same: – Public Awareness – “Sales”

•  Aligning means is "cornerstone of "mutual success.

#FGWebinar

WIN-WIN IS NOT ENOUGH!

•  Success usually depends on public engagement. •  We need a ‘Win’ for the public too! •  Triple Win: -  Incentivize the public to "

both Give and Spend.

#FGWebinar

ENGAGING PEOPLE W/ ‘REWARDED GIVING’

•  Social Rewards: Give credit where credit is due. •  Redeemable Rewards •  Donation Matching •  Unlock Exclusive Content •  Brand / Cause Fit •  Consumer Choice

#FGWebinar

SUPPORTING STATS

What People Say •  92% of consumers want

brands to ‘Give Back.’ •  Only 16% believe that

business has made a positive impact on social & environmental issues.

•  25% believe that they can have a significant impact through purchase decisions.

What People Do •  55%+ have switched to

more socially responsible brands.

•  65% are willing to donate as part of a CSR program.

•  ebay Giving Works: -  Merchants with charitable

component in listings, sell 30% more over time.

Sources: Cone Echo 2013 Global CSR Study, PayPal: Fisman, Effenbein, McManus

#FGWebinar

WHAT WE DO •  ‘Rewarded Giving’ platform built on belief in the

“triple win” model. •  Enable business to measurably and profitably

connect with consumers around shared values. •  Platform costs borne by business.

#FGWebinar

THE PLATFORM •  The public is invited to give, in return for social

and economic incentives: •  Social Status •  Redeemable "

Rewards •  Digital Media

#FGWebinar

OUR CAMPAIGNS HAVE:

4-15% Make Donations. !Up to 50% Click Through. !

Up to 35% Make Purchases. !

Awareness: Social Thanks + Giving Squads contests have generated millions of positive social media impressions. Sales: Consumers are motivated to give, share, and purchase.

Up to 73% of donors share socially!

#FGWebinar

A NEW COLLABORATION TOOL •  Easy, self-service platform for SMB. •  Low cost subscription-based service. •  Can be deployed to Web and Facebook Pages. •  Share this link with your business partners:

http://get.CharitableCheckout.com/smb/ •  Platform Demo

top related