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This week, we distill insights around Chase Community Giving -- a program that empowers people to decide which charities should receive a share of $7.5 million in funding. 50+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling on the MSLGROUP Insights Network. Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities. For more, see: http://peopleslab.mslgroup.com
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People‟s Insights: Volume 1, Issue 38
Chase Community Giving
crowdsourcing | storytelling | citizenship
Chase Community Giving
Chase Community Giving empowers customers & employees to
nominate charities to compete for $7.5 million of funding. Charities with
the most votes from the public win a larger share of the funding.
facebook.com/chasecommunitygiving
People decide what matters
People participated in the program to support causes they believe in,
and in many cases, to give back to charities that have helped their loved
ones and their local communities.
facebook.com/chasecommunitygiving
Charities gain funding & exposure
Non-profit consultants believe that the platform offers charities more
than funding – the charities also gain mass exposure and new
supporters from the Chase Facebook community of 3.8 million people.
philanthropy.com/blogs/social-philanthropy/are-online-philanthropy-contests-worth-the-effort/31540
Benefit to Chase
1) huffingtonpost.com/jack-ucciferri/chase-bank-giving_b_1891147.html
2) facebook.com/chasecommunitygiving
By targeting charities with a voting contest, Chase energized the local
communities of numerous causes, expanded exposure of the Chase
brand, and built credibility as a socially responsible corporate.
Tapping into local communities
1) nashua.patch.com/articles/spartans-win-50-000-with-a-little-help-from-their-friends
2) facebook.com/chasecommunitygiving
The program sparked grassroots movements as local communities took
it upon themselves to promote local charities, using tools provided by
Chase as well as their own innovative promotion ideas.
But should charities participate?
philanthropy.com/blogs/social-philanthropy/are-online-philanthropy-contests-worth-the-effort/31540
Non-profit executives remain skeptical about voting contests, which,
they believe, minimize people‟s involvement to just voting, pit charities
against each other, and provide „free‟ advertising for big corporations.
Which charity is “more important”?
facebook.com/chasecommunitygiving
With up to 5 votes to cast and nearly 30,000 charities to choose from,
people were forced ask themselves which cause was “more important,”
leading to anger and bitterness after the winners were announced.
Support for Chase
facebook.com/chasecommunitygiving
Brand evangelists condemned the bitterness of “sore losers,” pointed
out the benefits other than funding, and argued that charities that can
successfully mobilize their communities to vote deserve to be rewarded.
Wave of nationalism
*ECN is a U.S. based non-profit that provides support to hospitals and non-profits in Egypt.
facebook.com/chasecommunitygiving
The decision to award the top grant of $250,000 to the Egyptian Cancer
Network* was not received well, and people were enraged that the
money would not be used to the benefit of U.S. citizens.
Charities v.s. customers
facebook.com/ChaseCommunityGiving
Most of the debate focused on which charity was most deserving, but
several people pointed out that the $7.5 million could instead have been
given to customers in the form of better rates and products.
Demand for shared value
gerson.org/gerpress/chase-giving-disqualifies-gerson/
All the responses, both positive and negative, had one thing in common:
they acknowledged and demanded the need for shared value, and
rewarded or punished Chase for the same.
More People’s Insights Weekly reports
For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/
Every week, we dive into one topic for discussion on the MSLGROUP
Insight’s Network and discuss insights and foresights, in three key
areas: crowdsourcing, storytelling and citizenship.
CrowdsourcingMahindra Spark the Rise
Storytelling:@MarsCuriosity
Citizenship#Kony2012
Read People’s Lab insights and foresights
The People’s Lab team shares the insights and foresights from the
MSLGROUP Insights Network on the People’s Insights weekly blog and
the People’s Insights Quarterly magazine.
MSLGROUP Insights
Network
50+ MSLGROUP planners
share and discuss inspiring
projects on corporate
citizenship, crowdsourcing and
storytelling.
People’s Insights
weekly blog
We deep dive into
conversations around one
project -- on the MSLGROUP
Insights Network itself but also
on the broader social web -- to
distill insights and foresights.
People’s Insights
Quarterly magazine
Every quarter, we will compile
the best insights from the
network and the blog in the
iPad-friendly magazine, as a
showcase of our capabilities.
For more, visit http://peopleslab.mslgroup.com
Coming soon: People‟s Insights Annual
Report
In early January 2013 we will publish the People‟s Insights Annual
Report, in which we synthesize our insights from throughout 2012 and
provide foresights for business leaders and change-makers for 2013.
People’s Lab: Crowdsourcing Insights &
Innovation
People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and
approach that helps organizations tap into people’s insight for
innovation, storytelling and change.
For more, visit http://peopleslab.mslgroup.com
