We are living in an era of purpose-driven brands championing social impact: but how does a brand go beyond a tear-jerking TV ad to create sustainable positive change? One of the biggest paradoxes brands often face in tackling this problem is scale vs. impact. Advertising provides scale but little tangible social impact (beyond helping to shift attitudes): partnering with a nonprofit can often result in authentic social impact but minus the scale that brands need. We’ve had Adtech, Fintech, Martech and Brandtech: Enter #Goodtech: a category of technology platforms that empower companies and brands to go beyond conventional CSR and cause-marketing tactics and find new ways to solve the problems of the world.
Pledgeling is a Los Angeles based startup that works with brands like Tinder and Evite to weave opportunities to give into their communications. For instance, they worked with Tinder to launch a global campaign called #FundHerCause around International Women’s Day, supporting 12 causes like Planned Parenthood, Girls Who Code and Grameen America which raised over a quarter of a million dollars for them. Pledgeling helps with all the “plumbing” on the back-end, with databases of potential cause partnerships, API integrations and even automatically generating tax-deductible receipts to help streamline the process.
Now, more than ever before, it’s not only good to give back, but it’s demonstrably good for business — and brands are now looking for how to do just that. Pledgeling powers social impact for brands of all sizes so that they can find their purpose, engage their customers, and make the world a better place — all while increasing revenue at the same time,” says Pledeling CEO James Citron.
Social media is often one of the best channels to utilize for social impact; for brands, engaging their communities in a common cause allows them to drive engagement without making it seem self-serving and inauthentic. Canadian company Goodpin works with brands such as Target and Marriott to help enlist their social media communities in deciding where social impact dollars should go to. Instead of a top-down centralized approach, this enables customers to designate their own favorite causes that are deserving of support. This not only translates into a wave of social media buzz around the giving program in a way that no press release ever could achieve — but also allows the brands to reconnect with the participants and offer them promotional incentives, linking social good to sales revenue in a clear and measurable way.