FitForGood

Campaign: FitForGood
Company: Fitbit
Nonprofit Partner: American Diabetes Association, American Heart Association and National Multiple Sclerosis Society
Launch Date: November 4, 2015

Campaign:

FitBit has launched FitForGood, a new charitable platform incentivizing FitBit account holders to get moving for a cause. FitBit will divide $1 million between the American Diabetes Association, the American Heart Association and National Multiple Sclerosis Society depending on which “team” earns the most steps. Between November 9 and November 20, participants can log their steps for the charity they designate. The charitable team with the most steps earns $500,000. Second place equals $350,000 and the team with the least steps receives $150,000.

Our Take:

There’s nothing that fitness fans love more than a challenge and linking this particular effort to a weighty charitable donation is a smart move for FitBit. Two weeks seems like just the right amount of time – short enough to keep interest up, long enough to remind people to pay more attention to their FitBits. Going with large, well-established charities eliminates the need for education about the causes and will likely be effective in mobilizing significant numbers of participants. With guaranteed minimum donations, participating charities can all win while sharing a message that reinforces their mission. FitForGood seems like an initiative that can be repeated throughout the year during, or just prior to, critical sales periods or to counteract historically low sales periods.