Campaign: Groupon Grassroots and CrowdRise Partnership
Nonprofit Partner: Nonprofits Using CrowdRise
Launch Date: April 16, 2012
To commemorate Earth Day and the rebranding of the G-Team to “Groupon Grassroots”, Groupon’s latest cause marketing effort will host 50 environmental campaigns and kick off each with a $1,000 grant. Additionally, consumers can take a “Groupon Challenge” by visiting CrowdRise and donating to a cause of their choice. The campaign that raises the most money through May 15 will receive an additional $25,000 from Groupon, while the second- and third- highest fundraising campaigns during the month will receive $15,000 and $10,000, respectively.
Groupon is a site where consumers have been conditioned to spend money under the assumption of great value in return. This partnership with CrowdRise makes perfect sense and brings flocks of well-conditioned consumers to a site where they can join together to make a social impact in a way that incorporates game mechanics to make giving fun. Upping the ante by offering additional funds to the highest-funded campaign reinforces that “extra value” proposition to which Groupon users are accustomed. Simple, smart and packs a social impact punch.