There's nothing like giving back. And when organizations partake in charitable giving or service, its good for their community and their bottom line. A recent study found that 90% of consumers are more likely to trust companies that support social and environmental causes. And given a similar price and quality, 90% of consumers say they are likely to switch brands for one associated with charitable giving.
Now companies are looking for more meaningful and innovative ways to support the causes their customers are passionate about. While traditional financial gifts like matching donations are always appreciated, the new trends in charitable giving can help develop new platforms and reach audiences in interesting ways.
Give Back On Behalf of Your Customers
After just four years, AmazonSmile raised over $62 million for 23,000 charities in the United States alone. And now it's launching in the UK. AmazonSmile is a website that sells the same products, with the same features as Amazon.com. But every time a customer shops on the site, .05% of every purchase is donated to a charity of their choice. It empowers customers to give back, without changing their behavior or dipping into their wallets. They simply make purchases, and AmazonSmile gives back.
Put Your Services (or Products) to Use
Instead of donating funds, some organizations are using their services to help people in need. In the aftermath of the Las Vegas shooting, both Uber and Lyft offered free rides to and from Blood Service Donation centers. The ride-sharing services also offered free rides to family reunification centers and local hospitals. And they're not the only organizations putting this innovative thinking to work for the greater good.
After Hurricane Irma displaced evacuees, Airbnb compiled a list of hosts willing to take in those seeking shelter. This database offered free homes to those who needed them most. The project, called Open Homes, has connected hosts to evacuees since 2012.
Think Like a Startup
Today's nonprofits incubate new ideas and burgeoning companies. They work out of creative co-working spaces and use new technology to support their mission. For the first time, nonprofits around the world are starting to take cues from the leaders in the digital world. And now companies are starting to think like nonprofits.
Large organizations are thinking small, trying to find ways to help the little guy in newer, savvier ways. And it's holistically changing the culture of their companies. They're creating an environment that's open to experimentation and creating a larger network of more diverse relationships. Innovation starts by redefining big problems. And now today's big corporations are making even bigger steps to solve them.