| By Jim Bruene on May 14, 2009 7:55 PM | Comments (1) |
Target is running a clever Facebook promotion that allows Facebook users to allocate the retailer's $3 million weekly corporate donation among eight pre-selected charities. I heard about it in an email from the Red Cross encouraging its supporters to go to Facebook and vote more of cash its way (see screenshots below).
How it works: When Facebook users vote, they are given the opportunity to automatically publicize their activity with their friends (see second Target screenshot). Finally, after a vote, Target shows the running totals for each charity. As of today, nearly 70,000 votes had been tallied.
Analysis: This is a good way to leverage social networking. Not only is Target reinforcing its brand, and its commitment to donate 5% of its income to charity, it's created a non-intrusive viral campaign with both Facebook users and the charitable organizations motivated to spread the word. Nicely done.
Opportunity: This approach would also work great for a financial institution.
From Target website (link)
Target's voting page on Facebook (14 May 2009)
Voters are given the opportunity to spread the word to their Facebook friends (14 May 2009)
After each vote, Target displays a running total (14 May 2009)
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Hi Jim,
I'm Fernando Egido, Head of Digital Business at Caja Navarra. Here, at CAN, we started doing this 4 years ago, when we developed a new business model called Civic Banking.
We tell to our customers how much money we are earning with them, and we let them choose (in our branches or using our website) the destination of the 30% of our profits to support projects presented by social institutions or NGOs. Last year 3750 projects were presented and our customers decided the destination of over 60 million $.
Regards.