The top five technological innovations that are changing how consumers (and brands) do good
Consumers are increasingly looking to brands that share their social values and make a meaningful impact in the world. Meanwhile businesses are under increasing pressure to hit their targets whilst being more transparent &more accountable than ever before.
In this New Era of Influence, the traditional CSR model just won't cut it anymore. For consumers it feels (and often is) disingenuous and for brands, it's a draining expense which is hard to justify and easy to axe.
So, to help advertisers to stay ahead of the curve in this ever-changing landscape, we have identified the top five tech platforms that are shaping the future of 'purpose marketing' and social impact:
Good-Loop is an ethical ad platform which converts advertsing money into free chairty donations – whilst making the advertsing 32% more effective.
Good-Loop ad units are distributed programmatically into IAB standard formats such as banners, in-read and pre-roll. When your video starts to play, there is some branding along the top and a 15 second countdown along the bottom. After 15 seconds, you pay for a completed view, and the viewer gets to donate half of your media money to one of your chosen charity partners.
So advertisers get higher engagement at no extra cost, users get to do good for free and charities get the funding they need to make a real impact in the world – a real win, win!
Neighbourly is the all-in-one giving platform, which connects charities, businesses and local communities in a meaningful way. Through the Neighbourly platform brands (and users) can discover and support local community causes. So these organizations can get more of the essential funding, manpower and expertise they need to continue their incredible work whilst the brands can make a real impact, on a local level, at scale.
For example Starbucks recently partnered with the platform to donate essential items to local people who wanted to set up their own hubs, cafes and community spaces. They also used the platform to offer free meeting space to lonely and vulnerable people looking to gain support, learn new skills or just get out of the house.
Omaze offers once-in-a-lifetime experiences and exclusive merchandise to support nonprofits around the world. Their model democratizes traditional auction-giving by offering everyone the chance to have a once-in-a-lifetime experience for as little as $10. Through the Omaze platform, people from more than 170 countries have donated to over 150 charities, driving new levels of awareness and raising more money for charities.
Omaze also partners with advertisers so that brands can also be a part of these amazing stories. For example the DNA testing company 23 and Me ran a partnership with Omaze where the prize winner got to have lunch with comedian Sarah Silverman whilst learning about their own DNA through a free testing kit. The activity raised money to support Bright Pink, the breast cancer awareness charity.
Ecosia enables people to plant trees simply by searching the web! It’s a free browser extension which works just like any other search engine, showing ads next to its search results. Every time you click on one of these ads, the money funds their tree planting initiatives around the world.
Goodpin is the a digital giving-platform that lets advertisers put their charitable dollars in the hands of their prospects, customers and employees to decide where it goes. They call themselves a ‘reverse kickstarter’ - where advertisers set up a campaign and then allow individuals to take their money out, to a cause they care about.
This builds authentic relationships and means advertisers are spending on the charities and communities that reflect their customer's values and geography.
These are just some of the many technological innovations and startups that are shaping the future of purpose and social impact right now. But this list does help illustrate some of the exciting ways that technology is redefining ethical behvaiour and offering people new ways to engage with the causes that matter most to them. This list clearely illustartes that the days of £10-a-month direct debits and bucket shaking on highstreets are behind us and as innovation continues to change philaphropy and fundraising, this presenets new opportunities for brands to connect with their consumers in meaningful, impactful and unique ways.