Nonprofit Profile | A Bold Attempt to Link Nonprofits, Corporations, the Media, and People
Talk about ambitious. Greg McHale thinks he’s found a win-win-win-win way for:
- Nonprofits to reach greater numbers of donors, volunteers, and event participants
- People to discover new ways to contribute to the causes they believe in
- Media companies to earn more advertising revenue
- Corporations to increase the visibility of their giving programs
McHale is the founder and CEO of good2gether, an initiative that is about to get underway in several large media markets across the country. Here’s how it works: Nonprofits register for free and then enter information about themselves — how to give, upcoming events, and so on — at good2gether’s website. That information then pops up alongside related stories that appear on newspaper, TV, and radio websites, so that readers perusing a story on a new treatment for heart disease, say, will see nicely packaged info from charities that do heart-related work. Each box is sponsored by a corporate giving program that has signed on with good2gether.
McHale tells the 501(c) Files that he started the venture around two years ago and got serious about it last year because he was frustrated at the inability of the four groups above to come together around common interests.
"Nonprofits have content: events, volunteer information, in-kind donations," he says. "Media, newspapers in particular, have people, millions of monthly unique visitors, and they always want more ad dollars. Companies are involved in corporate social responsibility initiatives. Brands have money they can pay to media companies to buy sponsorships in our platform, which unlocks people, which flows to the nonprofits. It’s about putting these media partners’ websites to work for nonprofits."
Of particular interest to McHale is reaching younger people, something nonprofits have had trouble doing, he says.
"The subtext to it is our platform is age-agnostic," he continues. "There’s no doubt that there will be a very interesting spin with millenials. All the research shows they don’t respond to traditional nonprofit marketing. They are very Web-centric, and when they turn around and become engaged with a cause, they use the Web to promote their cause to other people. Most nonprofits aren’t ready for that new world order coming at them."
In the coming weeks good2gether will roll out in Atlanta, Boston, New York, Philadelphia, San Francisco, and Houston, and McHale and his marketing folks are criss-crossing the country meeting with media companies and corporations in hopes of welcoming them aboard
"For the nonprofits," he says, "the worst-case scenario is this thing is free."
Tags: good2gether, Greg McHale
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POSTED IN: Charity, For-profit, Fundraising, Marketing, Technology, Volunteers, Worth a look
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