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Join Jay Ziskrout and Leslie Myers of Charitable Checkout as they explore the new ways nonprofits and busineses can work together. 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. Jay and Leslie will discuss: 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 Follow @FirstGiving, our tweets will include #FGWebinar.
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Achieving The ‘Triple Win’
Exploring New Ways For Non-Profits & Business to
Collaborate
October 24, 2013
First, a little about FirstGiving…
We believe in expanding the world of online giving
FirstGiving is a peer – to – peer online fundraising platform for nonprofits and their supporters. We process donations securely, provide powerful communication tools, reporting, and event registration.
How this webinar works
A link to the slides and recording will be sent after the webinar
Ask your questions during the webinar by typing them in the question box on the right side of your screen
Use the hashtag #FGWebinar to tweet about this webinar @Firstgiving.
We’re listening!
Founder & CEOJay Ziskrout@JBZiskrout
ABOUT THE PRESENTERS
• COO, CMJ Network• Founder, LatinoVision.com• MD, Epitaph Europe• VP Promotion, Arista/BMG• Performing Musician
Bus DevLeslie Myers@RewardedGiving
• 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: actualcharitable 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 becounter-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
#FGWebinar
Be a part of the FirstGiving Community
Facebook: facebook.com/firstgivingTwitter: @firstgiving
Online Fundraising blog: info.firstgiving.com/blog
Interested in learning more
about FirstGiving?
Contact our Online Fundraising Consultants:
Email: [email protected]: 617-542-0010 x 4
