How to Make Giving a Commercial Lever | #655

There's a link in ecommerce that mostly goes unsaid, and it's a slightly awkward one: the connection between giving and commercial benefit. When a brand partners with a charity, they're doing it for the right reason. But to get it off the ground and keep it alive when budgets tighten, they usually have to rationalise it commercially, and that's the part that feels a bit icky to say out loud. It shouldn't. GoGenerosity carries a real commercial upside, and being honest about that is often the ...