CharityChoice

CharityChoice – when meaningful matters…

CharityGiftCertificates.org enlisted Stoner Bunting to help spread the word about a new gift card product – the CharityChoice gift card.  The CharityChoice gift card is the most meaningful gift to give and to receive.  The CC gift card allows the recipient to choose which charity they want the gift card funds to benefit. We call it a ‘donation card’ on a gift card platform.  Stoner Bunting helped demonstrate how promoting charitable giving could be effective when offered as an incentive option or reward in corporate B2B programs or simply as a business gift.

Research

Over $300 Billion* was donated to charities in 2008 & 2009 and continues to grow in popularity.  Even in challenging economics times, charitable giving continues to be an integral part of consumer behavior.  In the corporate world, rewards program members can earn points by either making purchases or by reaching certain employee incentives.  We have found that many redeemers of point rewards programs choose not to take the award for themselves or do not use their leftover points, so why not offer a way to donate the points to a favorite cause!

Strategy

We approached the many large corporate incentive companies who manage client gift card programs with the goal in mind to capture a share of the B2B gift card marketplace for charity giving.

A recent example is a bank that wanted to communicate the message that Good Banking is Good Citizenship.  What better way than to give customers a way to donate their earned points to charity.  The turnkey fundraising platform offers customization of both the gift card and redemption landing page thus creating a personalize product for the bank to promote to their customers.

Create

We helped create a new category in incentive redemption rewards program:  Charity. To designate the funds, the reward recipient / cardholder simply logs on to CCgiftcards.org and selects their charity of choice from a list of over 100 charities.  The site, www.ccgiftcards.org is administered by Special Kids Fund, a non-profit (501c3) that helps to raise money for special needs kids and the charity of the recipient’s choice.

Measure (4/2011)

To date, CharityChoice gift cards are featured in numerous corporate incentives and bank credit card rewards programs as a redemption option.  We have seen an 84% increase in sales year to year, a 271% increase over last year’s Q1, as well as an increase in impressions (approx. 15 million annually).  Channels of distribution continue to grow and expand as we introduce the CharityChoice donation gift card to the corporate environment.

* Giving USA Foundation reports annually on charitable trends