Revlon is spreading the love and igniting the spirit of giving.
Between September 14, 2016 and October 26, 2016, charities are encouraged to sign up and participate in the Revlon LOVE IS ON Million Dollar Challenge. This is an innovative crowdfunding campaign that helps charities raise money and gives them financial incentives to do well.
According to their funding site, in 2015, Revlon donated over $1.4 million through the online fundraising competition. Over 100 charities participated and turned Revlon’s $1.4 million into $4.18 million to benefit causes focused on advancing women’s health issues.
The organization that raises the most money will win an additional one million dollar donation from Revlon. There are also financial prizes for charities that place second, third, fourth, and fifth. This campaign is extremely creative because it amplifies Revlon’s giving. Revlon planned to make a financial contribution to a charity; however, by turning it into a competition, the incentive of one million dollars helps other non-profits increase donations it may not have otherwise received.
Non-profits should try to divest its donor dollars from other time periods and direct it to this six-week period in order to win an additional million dollars. This is similar to a matching effect in the sense that it amplifies giving. Donors feel that by giving personally, it will trigger an additional donation. By having this be a social campaign, this also gives Revlon great exposure at a limited cost. If the campaign were to go viral or celebrities endorsed it, the social media exposure far outweighs the donation for the brand. This is the power a brand can bring to the table in order to help lift all non-profits in participation.
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