I have a dog who I consider my furry child. Because I work long hours and live in an apartment, I have a dog walker to come and let her out while I’m at work. Lisa has been a God-send.
One thing I constantly worried about was “what would happen to Layla if something happened to me?” If I’m not coming back home right away, I’ve always been concerned about who would take care of her, since Lisa only comes on weekdays.
My friend and fellow pet parent showed me this awesome keychain card that she carries with her.
I thought this was brilliant! She sent me the site she got it from, ThePetCareCard.com.
The Pet Care Card was founded in 2015 by a couple who had the same concern as I did; what would happen to their pet if they didn’t make it home? So they started selling a simple card that people could carry in their wallets, with an emergency contact of someone who can take care of your pet if you’re unable to. I just ordered 1 card for my car, and 2 cards for my wallet.
What I love about The Pet Care Card, which is run on Shopify, is that a portion of their sales goes towards giving back. They chose an organization called Greater Good, a charity for animal wellness. The donations over the past few years has translated to the cost of 150,000 meals for animals living in shelters. If that doesn’t make you feel good, I don’t know what does.
More shoppers are starting to become conscious consumers, or simply want to find new ways of giving back. Setting up an online store that uses a portion of its proceeds to donate to a cause is a way to make your customers feel good about buying your product, aside from the quality or the customer experience.
I’m an Amazon Prime member, and I started using AmazonSmile, which allows 0.5% of my purchase price to go toward a charity of my choosing (DonorsChoose for me specifically). It’s not a lot, but every little bit counts. The buying experience is the same, but you get a little feel-good boost along with whatever product you’re buying.
Adding a social good focus within your business is a great way to increase your sales, bump up brand loyalty (especially for die-hard fans of a certain niche), and make your business feel like it’s making a difference.
I am a Toms fan, and I love the fact that their business model is focused on giving back. With their One for One model, for every one pair of shoes they sell, they donate one pair of shoes to a child in need. They now have a new product line of eyewear, and offer the same One for One model with eye exams and prescription glasses.
A good friend of mine who runs Coloring Pins created an enamel pin in honor of Henrietta Lacks. 100% of the profits from the pin sales went directly to the Henrietta Lacks Foundation. I remember how excited she was when she was able to write a nice check to the organization.
Will & Jaden Smith’s eco-friendly bottled water company, Just Water, is taking this entire issue by storm (no pun intended). Not only is the packaging sustainable and recyclable, but it’s 100% spring water that they pay 6x the water rate, which is another way to give back to the community they receive the water from. Their give back tackles the entire industry.
How can my store give back?
There are so many ways you can incorporate social good and giving into your eCommerce store. It’s not just a fad. Again, people are becoming more conscious as consumers. In a face off between your brand and another, quite a few people would choose the brand who has a cause that they support. I mean, why not?
It doesn’t have to be complicated at all. It can be directly related to the product you sell, or the product you sell can be the inspiration behind giving. It doesn’t have to be a huge number. It doesn’t have to be a BOGO model (buy one give one). Choose either a percentage of all your sales, a percentage of one product in particular, or you can go all out like Just Water and tackle an entire industry with a product everyone is using anyway (bottled water).
Hair care companies can donate money to organizations that create wigs for cancer survivors. Skin care companies can connect with a cause that focuses on eczema. A portion of your book sales can go toward a donation to your local library. You can choose an official 501(c)(3) organization, or even choose someone specifically. I used to be involved in an organization that chose a family every month for people to give to, either financially or in the resources they needed.
What kind of pay-it-forward strategy are you considering for your store?