Our Thought in One Place

  • After the devastation to the Caribbean and the U.S. Northeast coast from Hurricane Sandy, many people, companies and organizations have stepped up to lend a helping hand to the individuals impacted by the storm. Now social media community Facebook has even stepped up to allow it’s subscribers to join in charitable giving. In a recent announcement by Facebook, users now have the option to purchase a charitable contribution under the Facebook application Gifts.

    Currently in Facebook Gifts, users have the option to purchase a gift for a friend’s birthday or special occasion. With the addition of charitable giving, users can make that gift a donation to one of Facebook’s partner organizations. According to Facebook’s company blog, “With each charitable contribution on Facebook, you can choose which nonprofit you would like to support. Or if you don’t know which organization to choose, you can let your friend make the choice.”

    The initial launch of  Facebook’s charitable contributions is in beta testing. Currently, users are limited to gifting contributions to 11 non-profit organizations:

    • American Red Cross
    • Blue Star Families
    • Boys & Girls Clubs of America
    • Girls Inc.
    • Kiva
    • Oxfam America
    • RAINN
    • St. Jude’s Children’s Research Hospital

     What do you think of the addition of charitable giving to Facebook Gifts? Share your thoughts below. 

    First Responders Greet Gov. Christieimage credit: Talk Radio News Service on Flickr

  • Building on an almost century long relationship with the American Red Cross, Coca-Cola recently added a twist to its interactive vending machines – philanthropy. As part of a pilot program, select Atlanta Coca-Cola interactive vendors will offer customers the opportunity to make a donation to the American Red Cross while purchasing a drink. If customers aren’t thirsty, but still want to make a contribution they can select a donation application on the vending machine screen.

    “Using our existing group of interactive vending machines, this donation application gives our charity partners, like the American Red Cross, the chance to directly engage with thousands of people,” says Thomas A. Barlow, senior vice president, Vending/Wholesale, Coca-Cola Refreshments. “Through this technology, we’re connecting worthwhile philanthropic organizations to our most valuable asset – the Coca-Cola drinker.”

    For profit businesses have found that customers want to purchase with a purpose. According to a study by Cone Communications 83 percent of Americans say they wish brands would support causes and 41 percent have bought a product because it was associated with a cause.

    Non-profits like the Susan G. Komen Foundation, American Red Cross and The Global Fund have gained public awareness and millions of dollars in aid due to partnerships with major brands like Ford Motor Company, Coca-Cola and The Gap. This union of companies and causes to tackle an issue, raise awareness or to generate loyalty is cause marketing. The key to executing a successful cause marketing campaign is forming a beneficial, genuine relationship between a for profit business and a non-profit organization. Cause marketing campaigns that thrive usually work when the for profit’s target audience has a vested interest or emotional connection with the cause.

    Is your business interested in setting up a cause marketing campaign? Contact JASE today and let us help you connect with your customers. 

    Coca-Cola Retro Campaignimage credit: TWM1340 on Flickr