Over the last week, influential brands like Levi’s and Patagonia have joined a long list of brands participating in the #StopHateforProfit campaign; a protest against Facebook’s alleged history of allowing disinformation and incitement of violence on its platform. The movement encourages brands to pause advertising on Facebook’s social media platforms — including Facebook and Instagram — until the social media company changes its policies.
The Facebook ad boycotts follow a call to action by the advocacy group Stop Hate for Profit, which maintains a running list of participating companies. Over the weekend, Starbucks and Givz’ own brand partner, Diageo, said they would pause advertising on all social media platforms. They’re among the biggest spenders on Facebook ads: Starbucks spent $95 million and Diageo $23 spent million on the platform last year.
In the last week, apparel brands including REI, The North Face, Arc’teryx, and Eddie Bauer have pledged to boycott Facebook Inc. by pulling their advertisements for the month of July on each of the company’s properties. According to the pledge guidelines, brands can continue to post organically on Facebook’s namesake platform as well as Instagram, but no paid advertising is permitted. Procter & Gamble, which owns brands like SK-II and Pantene, is currently reviewing its advertising spend on all platforms, to ensure its content does not appear next to “hateful, denigrating or discriminatory” content, according to P&G Chief Brand Officer Marc Pritchard.
“In the wake of George Floyd’s murder by police and the protests that followed, Facebook yet again proved their commitment to putting profit over people and ignored their own policies around allowing content that incited violence,” Jonathan Greenblatt, chief executive of the Anti-Defamation League. “During the ongoing COVID-19 pandemic, Facebook chose to decrease the number of human content moderators who monitor hateful content on the platform. Those human moderators who remain have not been focused on hate.”
Those human moderators who remain have not been focused on hate.
The decision to flee Facebook and Instagram, even for a month, is not so easy for brands that rely on direct e-commerce sales to fuel their business. Though brands have become more emboldened (often encouraged by their customers) to make politically-minded public declarations about their businesses, doing so in the middle of a global pandemic adds a layer of tension to an already-stressed retail environment.
How Can Brands Use This Budget to Drive Sales while Doing Good?
Social activism + social impact are top of mind for everyone — businesses and consumers alike. The landscape has now changed and consumers are demanding more of the brands that they shop from and brands want to leverage their influence + resources to bring about real change. Thankfully the #StopHateForProfit campaign provides the perfect opportunity for brands to sell more while doing good.
How? By launching a Givz-to-Shop campaign that takes the marketing dollars that would have been spent on Facebook advertising and giving it to qualifying customers to donate to any U.S. charity of their choice.
Give the $ to customers as a charitable cash back reward that they can donate to any charity of their choice
Givz was built as a vehicle for people and brands to do good more frequently. It’s the fastest, easiest, most secure way to donate to any U.S. charity in 15 seconds or less, using any device. We work with brands like H&M USA and DIAGEO to help them add purpose to every customer interaction. One way that we do that is through Givz-to-Shop campaigns.
It’s simple… With Givz, brands are able to offer their clients charitable cash back for performing any desired action. For example, we recently powered a second Givz-to-Shop campaign with H&M USA — this time, every loyalty member that spent $60+ received $10 charitable cash back to donate to any Pride-related charity of their choice. The campaign has been an overwhelming success.
We refer to the charitable cash back incentive in a Givz-to-Shop campaign as ‘Givz cash.’ Givz cash is charitable credits that are rewarded to a customer once they’ve completed a desired action. Givz cash can be used as a reward for:
- Completing a purchase
- Performing an action
- Purchasing a specific product
- Meeting a spend threshold ($/#)
Why Brands like H&M USA, VICE, DIAGEO and Hyundai choose Givz:
- Drive sales and boost profitability while doing good
- Seamlessly integrate charitable giveback sales model as an authentic commitment to social impact
- Empower customers to donate newly found money to any charity of their choice
Like Facebook, Givz is an essential driver of revenue. Unlike Facebook, Givz enables you to do good while generating that revenue.
People inherently want to give, Givz connects the digital dots to drive immediate philanthropic impact. Founded in 2017 to create a seamless and transparent donation experience, today Givz is the leading purpose-driven marketing technology that enables brands to make positive social impact while driving conversions and meaningful engagement.
The frictionless donor-focused platform facilitates a donation to any U.S. charity in 15 seconds or less. Brands use Givz as a consumer incentivizing tool to drive sales, boost engagement, and build their overall brand image.
Email us today to learn how we can use the money that you would have spent on Facebook ads to sell more while doing good.