« Don't Miss Your Last Chance to Save £200 via a FinovateEurope 2013 Very-Early Bird Ticket | Main | FinovateAsia 2012 Demo Videos Now Available »

CafeGive Powers Cause Marketing via Facebook

By Jim Bruene on November 29, 2012 8:57 PM | Comments (1)

image The response  to Chase Bank's Community Giving Facebook campaign has been remarkable (except for a few glitches). It's one of the top social media successes across all industries (see previous post).

If you are looking to do something similar this holiday season (or more likely in 2013), you may want to outsource the tech to a specialist who can help maximize the power of social networks while keeping you from free from any controversy.

image There are a number of companies that can help you create Facebook apps. For example, we were recently briefed by a newcomer that has been getting some traction recently with a large U.S. bank and several credit unions, CafeGive.

CafeGive-powered financial institution examples:

  • US Bank ran a successful program earlier this year in partnership with the Oregon State Activities Association. In a strategy reminiscent of Chase Community Giving, the bank invited the community to nominate and vote (see inset; case study). Six winning high schools each received $2,500. The bank is expected to run the promotion again in 2013.
  • Patelco Credit Union is using a simple fundraising app they were able to deploy within a few days after Hurricane Sandy hit the Northeast USA (see screenshot 1 - 4). The app includes a progress bar, updated in real-time, showing progress towards the goal.
  • Alaska's Credit Union 1 is donating $1 per like to the Food Bank of Alaska (see screenshot 5 & 6)

Many marketers have mixed feelings about cause marketing. On the one hand you are bragging about how generous you are while at the same time convincing your CFO that there is a positive ROI. But regardless of your motives, you want to get as much bang for your buck. Outsourcing the plumbing makes a lot of sense for these less-frequent programs.  

Bottom line: It's win-win. You do the right thing and it improves your brand image and boosts employee morale.

---------------------------------

Patelco Credit Union

1. Patelco features its CafeGive-powered donation app on its main Facebook page (link; 29 Nov 2012)

Patelco Credit Union features its CafeGive-powered donation app on its main Facebook page


2. Simple donation page with progress meter
(link; 29 Nov 2012)

Simple donation site with progress meter at Patelco CU


3. Co-branded payment page powered by PayPal

Co-branded CafeGive payment page powered by PayPal  


4. After completing the PayPal process, a thank-you page shows the progress bar updated with the new donation

Thank you page from CafeGive

-----------------------------------------

Credit Union 1

5. Credit Union 1 showcases "like us | give" link on its main Facebook page (link; 29 Nov 2012)

image

6. CafeGive-powered "like us" promotion pays out $1 per like (link)

CafeGive-powered "like us" promotion at Credit Union 1 pays out $1 per like

-------------------------------
Notes:
1. According to CafeGive Founder Sandra Morris, consumers gravitate towards brands with a conscious. She cites a survey that showed the top-3 reasons millennials gave for using a brand were: a) convenience, b) online services, and c) give back.  
2. See our Online Banking Report "Banking in Facebook" (published Feb. 2012, subscription)

Comments (1)
Categories: Chase Bank , Facebook , Giving back

Most Recent Posts:

TrackBack

TrackBack URL for this entry:
http://www.netbanker.com/cgi-bin/mt/mt-t.cgi/2761

1 Comments

Jim, Thanks for featuring some great customers. Patelco is going strong in their quest to help Sandy victims, and are almost at their goal. We appreciate the coverage, and your insights to the platform. There's been a lot of interest in www.cafegive.com since!

Upcoming Events

Recent Research

  • NEW! Mobile Account Opening (MAO): Port online account opening to smartphones to reach the sizable mobile-only segment - Find out more
  • NEW! Mobile Banking Security: The new channel is a boon for improving security, both real and perceived - Find out more
  • NEW! Money 3.0: Payments Go Mobile Apple, Bitcoin, & mobile apps are changing the game. What’s a bank to do? - Find out more
  • NEW! Digital Banking Forecast: Current, future and historical usage: 1994 to 2023 - Find out more

 

   

RSS Subscribe via RSS
RSS Subscribe to Comments



Email:


@NetBanker Twitter Feed



See all @NetBanker tweets