Anything’s Possible Through Crowdsourced Corporate Donations

Today, you are more important than you ever knew. Yes, you are a VIP. Every company seems to want your direct input: Can you create a short film (aka ad) about Bounty paper towels’ philosophy of life? What new flavor should Mountain Dew market, and how should the packaging look? Which couple should get married on the Today show, what should they wear, and where should they go on their honeymoon?

Whether or not crowds are truly wise, you’re certainly in demand in this era of crowdsourcing. That’s especially true in the not-for-profit universe. In the past, we’ve sought your donor dollars, but now we’re also after your support in the form of votes that help us get other donors’ dollars. Actor Hugh Jackman announced last year on Twitter that he’d give away $100,000 to a cause suggested by the Twitterverse. (Charity: Water and Operation Hope split the pot.) Major corporations such as PepsiCo, American Express, and JPMorgan Chase have all turned charitable dollars over to public votes. (Full disclosure: I sit on the advisory boards for the Chase Community Giving and Pepsi Refresh contests.) So have small ones; Kind, which makes fruit-and-nut bars, is giving away $25,000, and it’s up to people who perform “kind acts” — other than eating fruit-and-nut bars — to decide where that money goes.


By: Nancy Lublin

GOOD DIRECTION: Led by his Twitter followers, Hugh Jackman, right, gave $50,000 to Charity: Water, which has dug wells across Africa. | Alessandra Benedetti/Corbis (Jackman); Courtesy of Charity:Water

Hugh Jackman, Charity: Water

Well, sort of. As crowdsourced corporate giving becomes ubiquitous, Nancy Lublin offers tips to win those contests — and the increasingly big bucks.

Today, you are more important than you ever knew. Yes, you are a VIP. Every company seems to want your direct input: Can you create a short film (aka ad) about Bounty paper towels’ philosophy of life? What new flavor should Mountain Dew market, and how should the packaging look? Which couple should get married on the Today show, what should they wear, and where should they go on their honeymoon?

Whether or not crowds are truly wise, you’re certainly in demand in this era of crowdsourcing. That’s especially true in the not-for-profit universe. In the past, we’ve sought your donor dollars, but now we’re also after your support in the form of votes that help us get other donors’ dollars. Actor Hugh Jackman announced last year on Twitter that he’d give away $100,000 to a cause suggested by the Twitterverse. (Charity: Water and Operation Hope split the pot.) Major corporations such as PepsiCo, American Express, and JPMorgan Chase have all turned charitable dollars over to public votes. (Full disclosure: I sit on the advisory boards for the Chase Community Giving and Pepsi Refresh contests.) So have small ones; Kind, which makes fruit-and-nut bars, is giving away $25,000, and it’s up to people who perform “kind acts” — other than eating fruit-and-nut bars — to decide where that money goes. Leer más “Anything’s Possible Through Crowdsourced Corporate Donations”