Bourne unveils GiveBack website with help from Oprah Winfrey
Digital agency Bourne is providing digital marketing support to Oprah backed charity platform GiveBack.
by Ildiko Kiss Friday, April 08, 2011
Set to be launched by Oprah Winfrey's Big Give campaign on the star's TV show today, GiveBack is a new charitable giving platform that empowers its members to earn, gather and give money to the causes they care most about. Allowing 100% of user donations to go directly to their chosen charity, GiveBack is designed to encourage the average man and woman on the street to put something back into the world they live in.
"We are thrilled to work with such an inspiring client, challenging the traditional forms of charitable giving by introducing digital advantages and placing control into the hands of the average American on the street. With Oprah poised to profile the organisation on one of the last of her iconic shows to a television audience of millions, this is a very exciting phase of the GiveBack project, and we feel truly privileged to be involved so closely with an initiative that is making a real difference in people's lives," said Francesca Kelly, VP of Client Services at Bourne.
Founded by Stephen Paletta, the charitable giving platform seeks to empower individual members to become impactful philanthropists. By centralising the giving process the system enables individuals to at no cost - and in one minute - to register and start their own charitable foundation. GiveBack then enables them to raise money through various means, including via credit card, shopping at various locations and directly from a paycheck via a workplace charitable savings programme, and donating it to their chosen charities. Offering the ability to give one dollar or thousands, Giveback is unique and redefines charitable giving.
Appointed to create a digital launch strategy that would have longevity and raise the profile of the charitable platform throughout the year, Bourne is charged with spearheading Giveback's campaign to attract 700,000 members in 2011. The strategy expects to see an initial raft of 300,00 members arriving as a result of the Oprah Show appearance, with an additional 400,000 members being attracted to the redesigned website via traditional and digital direct marketing, corporate partners, workplace giving sign ups and other celebrity endorsements.
"This is a tremendous win for Bourne's New York office and a great example of the kind of end-to-end international campaign we're increasingly working on. Our multi-discipline team's ability to work across borders and across the full range of digital technologies was a crucial factor in landing this account, and I'm delighted that the investment we've made in assembling such a talented and versatile team is paying off," said Dan Kersh, Bourne's Managing Director.
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