Charity Miles Reverses Traditional Cause Marketing to Donate More Money
Meghan Young — March 10, 2015 — Tech
References: charitymiles.org & fastcoexist
Charity Miles is a fitness app that encourages people to move for a cause. People who track their miles on the app will be able to raise money for a number of foundations and nonprofit organizations. Every mile ran is worth 25 cents and biked is 10 cents. People can choose to donate their 'Charity Miles' to more than 30 including World Wildlife Fund, Habitat for Humanity and The Nature Conservancy.
Founded by Gene Gurkoff, a New York lawyer, Charity Miles is sponsored by such companies as Humana, Johnson & Johnson, Timex and Lifeway Foods. What makes Charity Miles stand out is its effort to reverse traditional cause marketing. Gurkoff writes, "In most cause marketing arrangements, the company gives a bit to charity and spends 7 to 10 times promoting it. The promotion is what drives the return on investment, not the charity. We are trying to reverse that ratio and generate the marketing R.O.I. that companies want from ordinary advertising. This enables them to repurpose their digital media budgets—money that never ever would have gone to charity—for social good."
Founded by Gene Gurkoff, a New York lawyer, Charity Miles is sponsored by such companies as Humana, Johnson & Johnson, Timex and Lifeway Foods. What makes Charity Miles stand out is its effort to reverse traditional cause marketing. Gurkoff writes, "In most cause marketing arrangements, the company gives a bit to charity and spends 7 to 10 times promoting it. The promotion is what drives the return on investment, not the charity. We are trying to reverse that ratio and generate the marketing R.O.I. that companies want from ordinary advertising. This enables them to repurpose their digital media budgets—money that never ever would have gone to charity—for social good."
Trend Themes
1. Charitable Fitness Apps - Fitness apps that encourage people to exercise for a cause and donate to nonprofits and charities.
2. Reverse Cause Marketing - Marketing that prioritizes supporting charities and nonprofits before promoting brands and products.
3. Digital Media Budget Repurposing - Companies repurposing their digital media budgets to support charities and nonprofits.
Industry Implications
1. Fitness - The fitness industry can integrate technology and social good to attract socially conscious consumers.
2. Marketing - Marketing industry can focus on social impact and create cause marketing campaigns that prioritize charity support.
3. Nonprofit/charity - The nonprofit and charity industry can partner with tech companies and corporations to generate more donations and raise awareness for their cause.
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