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Corporate Social Responsibility: the old way...

9/22/2013

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This is an example of how companies support charities by establishing partnerships with charities such as P&G and UNICEF. It's a great marketing tool and a way to support large impact causes.

Although I believe that this is remarkable and very useful, I see some limitations:

1. It cannot be done too often. Otherwise, it is perceived as a truly marketing tool and people might even doubt about its effectiveness.
2. It does not provide a measurement of the progress of the campaign and if its expected impact has been achieved.
3. It must be "relevant" to the product. If the company sells, for instance, shoe-shine cream, what could be the the counterpart donation?
4. The customer does not choose what charity to help. In the case of Pampers, UNICEF is of course a great and probably obvious choice. But it is this always the case? What if the customer would like to support other causes?
5. The same type of campaign cannot be done by competitors. Suppose that both Pampers and Huggies would do the same? That would be great for UNICEF. But the customer would see this as "matching" a product-feature by the second arrived.

I believe that these initiatives should remain, especially for very large scale projects. But companies should think about alternative ways to perform CSR, for example, by supporting the causes that their customers have chosen to support. 

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Is crowdfunding a viable option for raising funds?

9/21/2013

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This post, this one and another one, all provide lists of best (or top) crowdfunding platform to help non-profit organizations and charities to raise funds for their causes and projects.

Most of the differences are on the type of causes/projects supported, the targeted organizations, and the included features.

Also an element of differentiation is the price (or better commission) that the crowdfunding platform applies to their customers. Usually a fee between 3-7% is charged, which usually includes also the payment fee. Some of them also charges a monthly or annual subscription fee.

Only one site provides tangible rewards to donors through a loyalty program: CrowdRise. Although this feature is buried in the site, it is available to donors through collection of CrowdRise Impact Points (CIPs).


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As you can see the rewards are mostly merchandising gadgets or opportunities to support other causes. CrowdRise describes it in this way:

You get Crowdrise Impact Points (CIPs) for being really good at Crowdrise. That means raising lots of money for charity, donating to other fundraisers and getting votes from your friends and enemies.  Your Crowdrise Impact Points (CIPs) are definitely a reflection of your charitable life.  You can redeem your CIPs for charitable causes or for the best Crowdrise tees, hats and hoodies. 

We of course believe it is a good thing, but not enough to incentive donation in a systematic way. If points are collected, the donors should redeem them for what they really want: they must have a real value, not just a symbolic value.

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