Most of us have good intentions but the reality is that some people just need a push to do good, and The Mutual gives consumers that push. In exchange for their funds, The Mutual provides do-gooders with special deals and discounts at local shops and eateries.
However, consumers don't just pick a charity and get perks in return. The Mutual actually operates much like a daily discount site, except to access the deals and discounts, you must pay a monthly membership fee of $10. The company then donates 80 percent of the monthly fee to a charity, which includes organizations like Oceana, The Trust for Public Land and Center for Ecoliteracy.
In this way, The Mutual -- which has been referred to as the 'Groupon for Good' -- allows both consumers and businesses to benefit while also contributing to social issues. The Mutual's co-founder Daniel Vallejo describes the model as "profitable activism."
Incentivized Charity Sites
The Mutual Awards Do-Gooders with Deals and Discounts
Trend Themes
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Incentivized Charity Sites — Using incentives to motivate consumers to support charities through special deals and discounts.
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Monthly Membership Donation Model — Implementing a monthly membership fee system where a portion is donated to a charity of choice.
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Socially Responsible Commerce — Promoting businesses that contribute to social issues through partnerships with incentivized charity sites.
Industry Implications
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E-commerce — Incentivized charity sites can disrupt the traditional e-commerce model by encouraging consumers to support charities while shopping online.
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Local Retail — Local shops and eateries can leverage incentivized charity sites to attract socially conscious consumers and increase foot traffic.
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Nonprofit — Nonprofit organizations can benefit from partnering with incentivized charity sites to receive donations through membership fees, potentially increasing their funding.