Chase’s Facebook Charity Donation App is Growing Like a Social Game
Chase, the financial services conglomerate, started a Facebook campaign two weeks ago, asking users to tell it how to donate $5 million to charity. To do so, it had Context Optional build it a full-featured application, Chase Community Giving. The app has reached more than 844,000 monthly active users as of today — fast growth by any standard.
It’s almost as if the app is a social game, although the dynamics are different, and the app has most likely used ads and a wide variety of other marketing efforts to grow.
Most obviously, Facebook users want this money going to charities they care about. But the app has some other nice touches that almost certainly have contributed to the growth.
The homepage includes a search box, where you can look for your charity of choice among the 500,000 Chase lists as potential recipients, or search for a local one by entering your zip code. You can also see a window showing the latest votes from other users.
So users understand exactly what’s at stake, the homepage also clearly explains the contest details. Voting is going on through December 11. The 100 charities with the most votes will each get $25,000, with the announcement happening on December 15. Final voting will go from January 15 to 22. The $1 million winner will be announced on February 1, along with 5 additional charities getting $100,000 each; a panel of philanthropy-minded celebrities will decide who to distribute an additional 1 million.
Also notable: the app’s top navigation bar includes options to let you see a stream of your friend’s activity, a list of all the charities you’ve voted for (you get 20 votes), and a page explaining other ways to get involved. Those include posting your votes to your Facebook profile and news feed, and to Twitter. For charities themselves, the app also encourages them to create their own Facebook pages if they haven’t already as well as add the Chase app to pages to further promote the contest.
In sum, the app cleverly taps into people’s desire to donate others’ money to good causes, while making it easy for users and charities to expand the reach of the app (and of Chase’s brand).
December 4th, 2009 at 10:38 pm
it’s only $25k for the top 100 on Dec 11th…
December 5th, 2009 at 10:02 am
So, why didn’t they provide a way to see the ongoing and current standings, vote counts and leaders?
June 29th, 2010 at 5:23 pm
Help Cross Road Food Bank Win $250,000
Cross Road Food Bank in Fort Lauderdale, FL is South Florida’s largest Food Bank/Food Pantry and has recently been in the news due to the threat of closure of their doors.
“Cross Road Food Bank is dedicated to feeding and supporting the community in which we live and work, and receiving a grant through the Chase Community Giving program would allow us to keep our doors open,” said Don Adams, President of Cross Road Food Bank.
Facebook users can help Cross Road Food Bank by simply visiting the Chase Community Giving program at:
http://apps.facebook.com/chasecommunitygiving/charities/202444328-cross-road-food-bank-inc
July 12th, 2010 at 10:27 am
hi my name is mohsin and i need some help mony for food for my faimly in bangkok thailand
December 5th, 2011 at 12:05 pm
[...] Time and effort spent crafting, communicating, and enforcing these standards will pay off in the long-run by ensuring that your company’s reputation remains golden. Plus, for those companies who decide to espouse themselves with a social cause, it’s win-win. The charity benefits from additional exposure and donations while the corporate counterpart enjoys additional publicity and an opportunity to endear themselves to their target market. Check out how Chase successfully combined social media and social responsibility. [...]