The Partnership Economy

CHAPTER 11Community Groups, Associations, andCause-Based Partnerships:When the Higher Good Is Good Business

Giving Assistant's goal is simple: enable consumers to make a positive social impact every time they make a purchase. The company does so by combining a loyalty platform and charitable giving in one.

Here's how it works: customers join the Giving Assistant Community, a loyalty rewards platform that enables them to earn cash back on purchases from thousands of favorite brands including Nike, eBay, Walmart, Home Depot, Glossier, and H&M. Shoppers access these offers through Giving Assistant's website or via The Button, its browser extension that automatically searches the web and alerts shoppers at checkout when cashback offers are available on their purchases. Shoppers can choose to keep the cash and receive payment or donate some or all of their savings to one or more nonprofits of their choice (Figure 11.1). It's one-click, effortless giving that makes people quite happy.

FIGURE 11.1 Giving Assistant members can readily donate their savings to their favorite nonprofit organization.

When companies' values align with those of their customers, a powerful sense of solidarity and belonging is created. Seventy-seven percent of consumers say they feel more emotionally connected to organizations driven by a purpose and values.¹ This emotional connection translates into ...