This post was originally produced for Forbes.
Collaboration is a word that gets thrown around a lot more than it actually happens. Pledgeling, a small social enterprise, proved the power of collaboration when it signed Evite as a customer and delivered over $1 million in donations in the first year.
He rattles off early milestones:
Pledgeling is not yet profitable but has 90 percent gross margins, giving it the potential to reach profitability as it scales.
Evite, the collaboration partner, provides digital party invitations. Lots of them. CEO Victor Cho says the company has sent over 2 billion event invitations. The company now sends about 20,000 invitations every hour and has over 100 million annual users. It is a subsidiary of Liberty Ventures Group (NASDAQ: LVNTA, LVNTB). Evite, Cho says, generates most of its revenue from advertising.
Jennifer Young, Global Director of Social Impact Programs, at Pearson, led the implementation of Pledgeling tools at Pearson. She explains why Pearson moved forward with the Pledgeling implementation. “Now more than ever, people are looking online for opportunities to contribute to good causes. That’s a major reason why as part of our campaign at Pearson to raise awareness and inspire action around the global illiteracy crisis, we have elevated online fundraising as our major call to action.”
Shifting demographics as well as technology influence consumer demand, Young says. “We know that Millennials, in particular, are more likely to promote causes across social media and so by integrating Pledgeling’s digital platform into our campaign, we have made it easy for younger advocates – no matter how small their giving potential – to join our movement and contribute in a concrete way.”
Evite was eager to collaborate with Pledgeling, Cho says. “Our users were asking for this functionality.”
Citron agrees, noting that consumers are more aware of brands’ social impact. “Consumers today increasingly expect brands to align with their purpose and use their business to make a positive impact on the world. Customers will switch to a competitor based on brand values – just look at the #deleteuber movement, which catapulted Lyft into a top 5 app within 48 hours because consumers make choices by their values.”
“In fact, 90% of consumers will choose a brand that gives back over one that doesn’t,” Citron adds.
Cho describes the how the collaboration works for the customer. “With Evite Donations Powered by Pledgeling, we are first and foremost making the process of giving easier–just a couple clicks. Also, importantly, we are offering this service in a way that does not charge a transaction fee.”
The Evite Donations allow Evite users to add a donation option to invites, Cho says. “Whether it is a child who wants to raise money for a charity instead of getting another pile of birthday gifts or a couple who would rather have friends support a favorite cause than bringing hostess gifts or wine, it’s in people’s nature to give. We are just making it simpler for them to do so as seamless part of the event process, and in a way that maximizes their gift.”
Young, who has followed the Pledgeling-Evite collaboration says, “I was really excited when I first learned of the Pledgeling and Evite partnership because of the potential it has to advance the reach of charitable giving through the simple act of connecting people to good causes through the major milestones in our lives – whether it’s a birthday, a wedding or an anniversary.”
Cho says the response to the new feature has been overwhelmingly positive but it hasn’t been without challenges. “Some hosts don’t want their guests to feel pressured or somehow expected to donate,” he says. “Some guests are still compelled to give physical gifts instead of donations.”
“At this point in time, we aren’t yet at a place as a society where giving a donation is widely accepted etiquette in lieu of gifts,” Cho notes.
Citron says that the Evite collaboration is a great example of the success their having, but notes that no single solution will work for customers of all sizes. “we are developing a variety of turnkey tools to roll out soon for smaller, mid-market businesses to make it easier to achieve their goals in ways that are different from our larger, enterprise business customers.”
Pearson’s Young believes the key to the Pledgeling’s success will be to leverage the growth of purpose-driven companies, helping them to frictionlessly connect their customers with causes they care about.
Cho is excited about where the Pledgeling-Evite collaboration will go in time. “We are helping people do good when they get together and the response from our users has been incredible. We’ve had a great start to this partnership and we expect to grow the amount of charitable donations raised exponentially in the coming years. Even the smallest donations can add up to make a tremendous positive impact on the world. It’s very exciting!”
Citron also has grand expectations. “Our vision for the future is that every business will fulfill its purpose through an authentic giving strategy that helps them grow, builds loyalty from their customers and employees, and makes a positive impact on the world.”
On Thursday, February 9, 2017 at noon Eastern, Citron and Cho will join me here for a live discussion about the collaboration’s success and its implications for the future. Tune in here (at the top of this article) then to watch the interview live. Post questions in the comments below or tweet questions before the interview to @devindthorpe.