When Daily Deals and Causes Combine

This blog is all about finding innovative (and easy) ways for people to engage in philanthropy. Here’s a no-brainer – daily deals site Living Social has started to offer cause-related deals, in which your donation is doubled by a corporate sponsor. The current offering is for Marine Toys for Tots:

Today, we’re offering an opportunity to express our gratitude for all we have by helping those who have less. Donate $5 to the Marine Toys for Tots Foundation and Toys”R”UsHasbro, and other corporate partners will donate $5 worth of toys for a $10 total contribution up to $1 million.

It’s a great start, and an offering I hope Living Social will continue to pursue. Next time around, here are a few suggestions to make these cause-related deals even more compelling:

  • Offer users a choice. Marine Toys for Tots may not appeal to everyone, so why not take a note from PinkDingo and at least give donors a choice of a few charities?
  • Don’t exclude retail. SocialGoodies understands this. Why not set aside some of the savings from a traditional retail daily deal to causes?
  • Give some reward. Give buyers of cause-related deals some credit for their donations, like early access to deals, or a special “thank-you” from the charity. Something to make your cause offering more compelling than other ways to give.
  • Make them easy to find. If you don’t have the email offer, finding a cause-related deal on Living Social’s site is a bit of a chore. Look hard enough and you’ll find it under “Families”. Shouldn’t there be a dedicated section for these?
The exciting thing about cause-related daily deals is that they start to blur the line between pure philanthropy and pure retail. If companies find that they can better attract and engage customers by adding a cause-element to their retail offerings, we should start to see even more innovation in this space. Offers like this from Living Social are (hopefully) just the tip of the iceberg.

What do you think about cause-related deals? How else can they be improved, and who has the best offerings?

3 Ways Zynga’s CastleVille Promo Could Integrate Causes Better

Zynga, the heavy hitter in the social gaming space, announced a new cause-promotion last week for one of their new games, CastleVille. While Zynga should be commended for making efforts to support causes through its marketing, they’ve fallen short of integrating charity into the promotion as well as they could have.

Here’s how the promo works: visit the CastleVille page on Facebook and “Like” the game. Then, select one of three non-profits to whom you’d like to designate a donation from Zynga. If CastleVille reaches 5 million “Likes”, then Zynga will donate $100,000 to these causes. The non-profit with the most votes will receive $40,000, while the other two each receive $30,000.

Again, it’s great that Zynga has decided to integrate charitable support into the promotion of a new game. But they could have done a much better job on making the integration with causes more meaningful. Here are three ways they could have turned a single into a home run:

1. Integrate with the product: Three causes are presented for voting: clean water (via water.org), disaster relief (via Direct Relief International), and Education (via Save the Children). Try to find any relationship with the game, which is about exploring a medieval world with your friends, and you won’t find much of a connection. Not that there has to be an overt link (is there even such a think as a medieval-based non-profit?), but some attempt to connect the two would have made the causes much more relevant. For example, are there characters in the game that Zynga could have associated with each non-profit? Even a loose connection would have been better than nothing at all; instead, the causes feel tacked on to the promotion, without much thought.

2. Provide context: You might have expected that Zynga would have provided some further background information about the three non-profits they’ve presented. But there’s almost nothing to provide any context around these causes. For clean water, for example, all users see is a generic water icon, which turns into a water.org logo when the moused over. Users don’t need a complicated set of information to read through, but some additional background would have added some real meaning. How about a picture of the people who are being helped? Or maybe a tidbit of information about where in the world the money is being used? Taking a page from Donorschoose.org or GlobalGiving.org would have made the causes much more real.

3. Allow users to step it up: Liking content on Facebook is a sure-fire way to allow users to show their support of something. Great. But what if someone really wants to see that $100,000 get donated? Short of spamming their friends to Like the CastleVille page, there’s not much else a cause-advocate can do. So how about allowing users to buy more Likes buy pre-purchasing virtual items in CastleVille? Or give fans a CastleVille character to use as their Facebook profile pic to drive further awareness? At the very least, Zynga could have offered users the chance to donate to those charities directly, by providing links to each non-profit’s site right on the Facebook page.

Will Zynga’s latest cause campaign obtain the 5 million Likes they’re striving for? It’s too early to say, but at the time of this writing (about a week into the promo), there were about 300,000 fans. What do you think? What are some ways Zynga could have done a better job of integrating with causes?