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crowdsourcing | storytelling | citizenship

Peopleâ€&#x;s Insights: Volume 1, Issue 38

Chase Community Giving

Chase Community Giving Chase Community Giving empowers customers & employees to nominate charities to compete for $7.5 million of funding. Charities with the most votes from the public win a larger share of the funding.

People decide what matters People participated in the program to support causes they believe in, and in many cases, to give back to charities that have helped their loved ones and their local communities.

Charities gain funding & exposure Non-profit consultants believe that the platform offers charities more than funding – the charities also gain mass exposure and new supporters from the Chase Facebook community of 3.8 million people.

Benefit to Chase By targeting charities with a voting contest, Chase energized the local communities of numerous causes, expanded exposure of the Chase brand, and built credibility as a socially responsible corporate.

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Tapping into local communities The program sparked grassroots movements as local communities took it upon themselves to promote local charities, using tools provided by Chase as well as their own innovative promotion ideas.

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But should charities participate? Non-profit executives remain skeptical about voting contests, which, they believe, minimize peopleâ€&#x;s involvement to just voting, pit charities against each other, and provide „freeâ€&#x; advertising for big corporations.

Which charity is “more important”? With up to 5 votes to cast and nearly 30,000 charities to choose from, people were forced ask themselves which cause was “more important,” leading to anger and bitterness after the winners were announced.

Support for Chase Brand evangelists condemned the bitterness of “sore losers,� pointed out the benefits other than funding, and argued that charities that can successfully mobilize their communities to vote deserve to be rewarded.

Wave of nationalism The decision to award the top grant of $250,000 to the Egyptian Cancer Network* was not received well, and people were enraged that the money would not be used to the benefit of U.S. citizens.

*ECN is a U.S. based non-profit that provides support to hospitals and non-profits in Egypt.

Charities v.s. customers Most of the debate focused on which charity was most deserving, but several people pointed out that the $7.5 million could instead have been given to customers in the form of better rates and products.

Demand for shared value All the responses, both positive and negative, had one thing in common: they acknowledged and demanded the need for shared value, and rewarded or punished Chase for the same.

More People’s Insights Weekly reports Every week, we dive into one topic for discussion on the MSLGROUP Insight’s Network and discuss insights and foresights, in three key areas: crowdsourcing, storytelling and citizenship.




Mahindra Spark the Rise



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Read People’s Lab insights and foresights The People’s Lab team shares the insights and foresights from the MSLGROUP Insights Network on the People’s Insights weekly blog and the People’s Insights Quarterly magazine.

MSLGROUP Insights Network

People’s Insights weekly blog

People’s Insights Quarterly magazine

50+ MSLGROUP planners share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling.

We deep dive into conversations around one project -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights.

Every quarter, we will compile the best insights from the network and the blog in the iPad-friendly magazine, as a showcase of our capabilities.

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Coming soon: Peopleâ€&#x;s Insights Annual Report In early January 2013 we will publish the Peopleâ€&#x;s Insights Annual Report, in which we synthesize our insights from throughout 2012 and provide foresights for business leaders and change-makers for 2013.

People’s Lab: Crowdsourcing Insights & Innovation People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and approach that helps organizations tap into people’s insight for innovation, storytelling and change.

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Chase Community Giving - People's Insights Volume 1 Issue 39  

This week, we distill insights around Chase Community Giving -- a program that empowers people to decide which charities should receive a sh...

Chase Community Giving - People's Insights Volume 1 Issue 39  

This week, we distill insights around Chase Community Giving -- a program that empowers people to decide which charities should receive a sh...