Cause Marketing

On Nov 26, 2012 I posted the results of a survey that measured Canadian opinion on cause marketing. One of the findings was the 67 percent of Canadians would be willing to donate to a cause at checkout if the company matched their donation, thus reinforcing what almost any gray-haired nonprofit fundraiser could have told you. Namely, that when it comes to philanthropy people love playing with house money. Tripadvisor , the big travel website that aggregates opinions and reviews is offering a little house money for you to use at Kiva, the lender that provides microloans primarily in the developing world. For the next year, when you submit a review of a hotel, restaurant, attraction, etc. in one of the countries where Kiva.org is active, Tripadvisor will send you email that allows you to direct a $25 microloan in that or any other Kiva.org country. That $25 costs the reviewer nothing. No word on what happens if TripAdvisor meets the $250,000 cap before the year is up. The idea was inspi...