I recently wrote a round-up post on the fairly new phenomenon by 'buy to give' ecommerce sites. One of the featured sites was MyGoodness.com.
I've been talking to its founders to find out more about its founding ethos and the future of the platform.
Will buy-to-give become a larger part of charities' efforts and charitable 'donations', as the consumer urge continues unabated?
The feeling of leading a charitable and sustainable life is one that most of us want. For those of us that don’t straight-out donate to charity, making the right choices is essentially the best way to give back.
Sort of like that decision not to go to McDonald’s but to use the local bakery instead or buying a pair of TOMS, for example, we feel as if we’ve given something back without making any effort. Guilt-free consumption, if you will.
If you’re not familiar with TOMS, it's the shoe and eyewear brand with the ‘One for One’ philosophy. For every product bought, TOMS will help a person in need.
Of course, this reads a little like cheating on the part of the customer that wants to feel like a saint whilst getting those in vogue boating shoes. Well, actually I don’t think it is.
I think ecommerce and philanthropy are a natural fit, allowing customers to give something back simply by making the right choices.
In this post, I’ll be listing eight buy-to-give ecommerce companies and explaining why I think this movement might fundamentally change company culture.
Call it delight, caring, innovation or service, some companies set themselves apart by earning the durable preference of their customers.
If your view is that "life is too short for standard results" then here is what I've learned from business leaders who know how to earn the involvement and loyalty of great customers.
These loved firms grow faster, maintain stronger margins, and navigate downturns better than those firms with customer relationships based on toleration and transaction. And, it turns out, there are patterns to how companies become loved.