Shop ‘Til It Helps
More than just online
The second phase of the Benevolink shopping service — a brick-and-mortar component — was launched Oct. 1, 2005, when Richmond, Va.-based supermarket chain Ukrop’s partnered with Benevolink for its Golden Gift community-giving program. The program enables shoppers who purchase Ukrop’s-brand products to earn funds that they can direct to some 2,000 participating Virginia nonprofits quarterly.
The Richmond SPCA, based in Richmond, Va., historically has been a recipient of large contributions through the Golden Gift program, and the program’s alliance with Benevolink makes it even easier for shoppers to give. Whereas donors used to have to hand-deliver or mail in to Ukrop’s a card indicating where they wanted to allocate their funds, now they can do all of the distribution online.
Robin Starr, chief executive for the Richmond SPCA, says Benevolink creates active donors, requiring them to access their account on a quarterly basis and direct their contributions.
“We intentionally require the consumer to come to the Web site and tell us who they want to give to four times a year, versus them picking an organization one time and not having to think about it anymore. Part of what we’re about is engaging people in the giving process,” Benevolink’s Clay adds.
Currently in discussions with other stores, Benevolink hopes to become a national provider of loyalty marketing and fundraising both online and in stores.
“Ultimately, Benevolink will be where all of your everyday, regular shopping allows you to generate charitable giving,” Clay says.
For more information, visit www.benevolink.com.