Skip to main content

Answer a Question, Help Darfur

Eric Cheung, an aspiring social entrepreneur and a recent graduate of the University of Toronto, has a big question: would you like to help the stop the genocide in Darfur, Sudan?

Cheung is answering that question with an intriguing cause-related marketing approach.

He may also have the answer to a lot of urgent if less grave questions that university students in particular have at his new website, OneBigU.com.

Here’s the premise: students post questions at OneBigU. For instance, “what is the Albedo Effect?” Other students from across the world, give the answers. “The albedo of an object is the extent to which it diffusely reflects light from the sun.”

The site features Google Ads that generates revenue. A small honorarium, split out from the Google Ads revenue is put into a ledger account in the name of the answerer for each accepted response. The person may take the honorarium or donate it to Help Darfur Now, a nonprofit founded in 2005 by high school students to help address the Darfur crisis.

It’s like Yahoo Answers or the recently-retired Google Answers, only with a cause-related marketing twist.

Of course, this concept could work with almost any charity that had sufficient affinity. Cheung, who studied computer engineering and built the site with the help of a contractor, picked Help Darfur Now after coming across it on Facebook.

Right now, OneBigU needs some help. The site currently consists of not many questions and answers. I like Eric’s approach, so to help get the word out, I’ll send a copy of a 30-page report on cause-related marketing that a colleague and I gave at a nonprofit conference in Italy to whoever can identify the question that I asked at OneBigU.

But generating website traffic isn’t Eric’s only challenge. He also needs to make sure that the answers are more reliable, more helpful, more particular to a questioner’s needs than he/she could get at Wikipedia.

I wish Eric and his venture well and I expect to see much more of this social media based cause-related marketing.

Comments

Unknown said…
Hi Paul,

Thank you for writing about OneBigU!

Your concerns about Wikipedia are very legitimate. Currently, some of the questions on OneBigU involve problem solving and/or creative thinking. There should be more of these questions as time passes because Wikipedia and search engines do not readily provide answers for these types of questions.

Thanks again for the post!

Eric

Popular posts from this blog

Part 2: How Chili's Used Cause-Related Marketing to Raise $8.2 million for St. Jude

[Bloggers Note: In this second half of this post I discuss the nuts and bolts of how Chili's motivates support from its employees and managers and how St. Jude 'activates' support from Chili's. Read the first half here.] How does St. Jude motivate support from Chili’s front line employees and management alike? They call it ‘activation’ and they do so by the following: They share stories of St. Jude patients who were sick and got better thanks to the services they received at the hospital. Two stories in particular are personal for Chili’s staff. A Chili’s bartender in El Dorado Hills, California named Jeff Eagles has a younger brother who was treated at St. Jude. In both 2005 and 2006 Eagles was the campaign’s biggest individual fundraiser. John Griffin, a manager at the Chili’s in Conway, Arkansas had an infant daughter who was treated for retinoblastoma at St. Jude. They drew on the support Doug Brooks… the president and CEO of Brinker International, Chili’s parent co...

Chili’s and St. Jude Children’s Research Hospital

I was in Chili’s today and I ordered their “Triple-Dipper,” a three appetizer combo. While I waited for the food, I noticed another kind of combo. Chili’s is doing a full-featured cause-related marketing campaign for St. Jude Children’s Research Hospital. There was a four-sided laminated table tent outlining the campaign on the table. When the waitress brought the drinks she slapped down Chili’s trademark square paper beverage coasters and on them was a call to action for an element of the campaign called ‘Create-A-Pepper,’ a kind of paper icon campaign. The wait staff was all attired in black shirts co-branded with Chili’s and St. Jude. The Create-A-Pepper paper icon could be found in a stack behind the hostess area. The Peppers are outlines of Chili’s iconic logo meant to be colored. I paid $1 for mine, but they would have taken $5, $10, or more. The crayons, too, were co-branded with the ‘Create-A-Pepper’ and St. Jude’s logos. There’s also creatapepper.com, a microsite, but again wi...

Cause-Related Marketing with Customer Receipts

Walgreens and JDRF Right now at Walgreens…the giant pharmacy and retail store chain with more than 5,800 stores in the United States and Puerto Rico… they’re selling $1 paper icons for the Juvenile Diabetes Research Foundation (JDRF). This is an annual campaign and I bought one to gauge how it’s changed over the years. (Short list… they don’t do the shoe as a die cut anymore; the paper icon is now an 8¾ x 4¼ rectangle. Another interesting change; one side is now in Spanish). The icon has a bar code and Jacob, the clerk, scanned it and handed me a receipt as we finished the transaction. At the bottom was an 800-number keyed to a customer satisfaction survey. Dial the number, answer some questions and you’re entered into a drawing for $10,000 between now and the end of September 2007. I don’t know what their response rate is, but the $10,000 amount suggests that it’s pretty low. Taco Bell’s survey gives out $1,000 per week. At a regional seafood restaurant they give me a code that garner...