These three things don't usually go together, particularly in business. But there is no reason why they can't be part of a company's core business strategy. Currently, many non-profit businesses are launching profiles on those popular social-networking sites trying to connect with younger targets. This is a good opportunity for them to embrace social networks. Social-networks are also getting creative to come up with new tools to help connect the nonprofit organizations and contributors. A social-action start-up called Project Agape recently launched a new program on Facebook called "Causes," in which users can create online communities to advocate for various issues, charities and political candidates. They attracted more than 2.5 million Facebook users, raising some $300,000 for nonprofits and politicians. Not bad. The future of charities is here. I can see more than 50% donations to non-profits will come from social networks in a good few years.
Charity is all about viral fund raising and spreading the message. Another success story is Network for Good, launched on SixDegrees.org. They created a "charity badge" listing their favorite causes and sending it out to their acquaintances. The badge keeps a running tally of how much has been raised and how many donors have contributed. What a great idea. I believe some 5,500 charity badges were issued and more than $740,000 was raised. Good job.
Some pure-play web-based nonprofits such as DonorsChoose and Kiva are attractive because contributors say they allow them to connect directly with their recipients. This is the killer apps for donations. No more abstract recipient and check-in-an-envelope, but real people and real gratifications.
An innovative Portland based start-up outdoor apparel company NAU also playing with this idea as a part of their core strategy. Nau is not just another outdoor clothing company. Their mission is to combine the generosity of the human spirit and the power of technology with business innovation. Along the way, they are going to sell some nicely designed outdoor clothing. Check out the NAU official blog, dubbed “The Thought Kitchen". Nau gives away 5% (gross) to the charitable organizations that address either humanitarian or environmental issues and they were pre-selected from a list of more than 200 organizations. Their philosophy is based on what they call a fusion of beauty, performance, and sustainability. I love this. According to my friend Ian Yolles, who is the VP of marketing at NAU “The dominant paradigm suggests you can’t do all three--we’re doing it all, but none of it matters—sustainability, charity, green ethos—without a killer product.” The cultural conversation around sustainability, social change, and human rights now has a strong platform (social networks) to tell their stories and businesses will ride this wave and build a few cool brands along the way. NAU will be one of them.