Australian donation platform Tap4Change has launched its first major digital and social campaign, built around a model that rewards donors with brand offers rather than relying on guilt-driven fundraising appeals.
The platform connects charities, brands and donors. People donate to a charity of their choice, 100% goes directly to that charity and participating brands then thank donors with offers, rewards or experiences.
These could include donating to a wildlife charity and getting a discount at a local hair salon, or getting a drink at the neighbourhood pub.
Launch campaigns include wildlife charity People For Nature paired with hair salon brand Franck Provost, Decathlon supporting Rally4Ever across sport and mental health, and local brand CandleXchange supporting Sydney housing organisation Relove.
The creative for each partnership is tailored to the specific brand, charity and audience, with the People For Nature and Franck Provost campaign featuring a koala in a blond wig.
Tibo Roumagoux, founder of Tap4Change, said a lot of fundraising communication had become overly formatted.
"People want to help. They really do. But a lot of fundraising and sponsorship communication has become so formatted," he said.
“A lot of it feels either overly corporate or emotionally overwhelming. We wanted to create something more engaging, more flexible and more connected to real life.”
Audrey Barucchi, founder of People For Nature, said the platform removed pressure from fundraising while giving smaller organisations access to partnerships they would not normally reach.
Australia has more than 60,000 charities, with a small percentage receiving most visibility and donations.
Tap4Change said it aimed to rebalance that by making collaborations accessible to both global brands and local businesses within the same platform.
Current partners include Pirelli, OnTheList, Decathlon and local café Aunty Ed.
The campaign was created by Sydney for-purpose creative agency All Good Collective.
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