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."
Key Themes Behind This Trend
- Incentivized Charity Sites
- Using incentives to motivate consumers to support charities through special deals and discounts.
- Monthly Membership Donation Model
- Implementing a monthly membership fee system where a portion is donated to a charity of choice.
- Socially Responsible Commerce
- Promoting businesses that contribute to social issues through partnerships with incentivized charity sites.
Where This Applies
- E-commerce
- Incentivized charity sites can disrupt the traditional e-commerce model by encouraging consumers to support charities while shopping online.
- Local Retail
- Local shops and eateries can leverage incentivized charity sites to attract socially conscious consumers and increase foot traffic.
- Nonprofit
- Nonprofit organizations can benefit from partnering with incentivized charity sites to receive donations through membership fees, potentially increasing their funding.
