TheCardThatGives – A Charity GIVE Card for the Retail Philanthropy Market

Giving Tuesd'eh

TheCardThatGives looks like any gift card that you can purchase in the store with the one exception that the face-value can only be used towards supporting a charity in Canada.

How it works:

Retailers:

  1. Buy on consignment a certain number of cards (branded cards optional) for sale in your store
    1. You get the tax receipt for the FACE VALUE of the card
    2. We provide you with marketing collateral including (but not limited to):
      1. Buttons for cashiers
      2. Window decals
      3. Posters
      4. Table top cards
      5. Micro-site to track and report back to you and your community on which charities have been supported
      6. Contact info of redeemer (unless opted anonymity) for additional business development
      7. Media features (outlets TBC)
      8. Featured in Karma & Cents e-zine
      9. You sell the card for the face value of the + Activation fee ($2.75 for cardstock and $3.75 for plastic + GST)
      10. Each card has a unique PIN on the back for tracking purposes
      11. Your micro-site is updated automatically when a card is activated/redirected to charity
      12. Branded Cards only: These cards can be brought back to your store for an additional purchase discount thereby securing you another purchase
      13. Any unclaimed cards by the end of the calendar year will be redirected to a charity of your choice (as selected at time of purchase)

Non-Profit Retailers (i.e. Theatre Companies and Museums):

The same as above with the following perks:

  1. Guarantee $1 from each card over $20 to go back to your organization on branded cards only
  2. Branded card can be redeemed for additional discount on products in the gift store, tickets to an event or membership
  3. Any purchased cards that are not redeemed by the end of the year will be redirected to your organization

The Place2Give Foundation is a registered charity in Canada and the US.  TheCardThatGives is an initiative of this foundation. 

Small Business (non-Retail)

  1. Buy a certain number of cards (branded cards optional) for you to give to your customers/clients/employees
    1. You get the tax receipt for the FACE VALUE of the card
    2. We provide you with marketing collateral including (but not limited to):
      1. Buttons for cashiers
      2. Window decals
      3. Posters
      4. Table top cards
      5. Micro-site to track and report back to you and your community on which charities have been supported
      6. Contact info of redeemer (unless opted anonymity) for additional business development
      7. Media features (outlets TBC)
      8. Featured in Karma & Cents e-zine
      9. Each card has a unique PIN on the back for tracking purposes
      10. Your micro-site is updated automatically when a card is activated/redirected to charity
      11. Any unclaimed cards by the end of the calendar year will be redirected to a charity of your choice (as selected at time of purchase)

Case Study:

In 2015 Place2Give piloted this product selling cards online and through a small network of donors across Canada.  In two weeks $14,000 of cards were sold and funds redirected to charities over the year.  General stats:

  • The best-selling card was $25
  • 121 Charities received funds to-date
  • Majority of donors (redirectors of the card) wanted the organizations to know that they were the donors
  • Majority of cards were redeemed in the first quarter of 2016 and a spike of redemption in July 2016
  • Slippage – 40% (cards purchased but not redeemed)
  • Virtual cards are available and those are the ones that have the most slippage
  • 10 small businesses participated in the pilot buying cards for clients, customers, employees and for re-sale

Media coverage on: CBC, Globe & Mail, MetroNews (Calgary, Toronto) and Calgary Herald