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.
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.
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Patelco Credit Union
1. Patelco features its CafeGive-powered donation app on its main Facebook page (link; 29 Nov 2012)
2. Simple donation page with progress meter (link; 29 Nov 2012)
3. Co-branded payment page powered by PayPal
4. After completing the PayPal process, a thank-you page shows the progress bar updated with the new donation
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Credit Union 1
5. Credit Union 1 showcases "like us | give" link on its main Facebook page (link; 29 Nov 2012)
6. CafeGive-powered "like us" promotion pays out $1 per like (link)
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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)
Metaforic 
