Forty six percent of corporate giving is done with cash gifts according to the recent CECP survey 2011 Giving In Numbers. However, with more companies participating in philanthropy, CSR leaders must develop eye-catching and original programs in order to stand out from the crowd. Timberland partnered with Ringo Starr on the “Canvas that Cares” eco-footwear contest, while Groupon employed its daily deal platform for the Feeding America Grassroots campaign. Rock stars and witty copy writers turned these joint ventures into dynamic partnerships that allowed both the corporation and the partner charity to reach an expanded consumer base. The benefits of innovative philanthropy are too cool to ignore.
Groupon, Inc., in particular, is doing an exemplary job of spearheading creative giving campaigns. In fact, Groupon’s very origins are tied to its precursor, The Point, a group action Continue reading
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