According to two new forecasts from Forrester, US online retail sales are on the rise despite the current economic crisis. With this in mind, We-Care.com is the ideal online shopping portal which allows shoppers to donate a percentage of their online purchases to the association, nonprofit or school of their choice. We recently took the opportunity to ask Director of Operations, Gina Navani, about this charitable performance marketing program and what else We-care.com has on the horizon.
For those that may be unfamiliar with your brand can you tell us a bit about We-care.com and what you do?
We-Care.com gives socially conscious consumers the opportunity to support their favorite cause while shopping online. Through this partnership, the brands that we represent on our site stand out as philanthropic brands that empower users to do “good” as our cause partners and users feel grateful to these brands for the difference they have helped make.
Can you provide any insight into the unique selling points for your business and how these have helped you become so successful?
While competing publishers were out there presenting coupons and cash-back deals to consumers, we offered an alternative that not only resulted in the user feeling good about their purchases, but it also respected their appreciation for quality, sustainability, accessibility, philanthropic efforts, and other important features that depict a brand’s true values for the purpose of making a long-term impact.
What trends do you expect to see in the performance marketing channel for 2013?
I’ve already seen a preference for our content-based placement opportunities, and I definitely see that trend growing in the coming months. I also see a greater appreciation for the virality of social media posts. It’s amazing to see how one deal, done right, can be liked, shared, re-tweeted and re-posted to the masses, by the masses. I love working collaboratively with our advertisers and their social media teams to ensure that it is, in fact, “done right”.
Can you tell us about your $100,000 Charity Challenge?
In preparation for a social media conference, We-Care.com decided to host a $100,000 Twitter Challenge called #MillionDimes. Tweeters needed to choose their favorite cause and tweet on their behalf. Every tweet that met the challenge criteria, earned ten cents for the mentioned cause. We had a great response, with participation from celebrities like Kevin Jonas, Jenny McCarthy, Amy Weber, Jacqueline Laurita, Greg Yaitanes, CC Sabathia, Leah Remini, Kate Voegele, and many more who encouraged their followers to join in. It was incredibly rewarding to see the overwhelming generosity pour out in 140 characters or less, and the power of social media and technology to garner support. We look forward to doing more fun things like this in the future.
What advice would you give to other publishers who might be considering working with a performance marketing network? Can you explain the key benefits?
It’s extremely beneficial to work with peers who are ready to strategize with you to meet mutually beneficial company goals. I see so much potential in this partnership simply because everyone on board has the right attitude, knowledge of the industry, and the ability to think outside the box. In addition to bringing value to my company, partnering with performance marketing companies is motivating on an individual level too.
Can you describe a typical working day at We-care.com?
This is not the type of job that makes you countdown your work week in anticipation for the weekend. It’s also not the type of job that makes you sit at the edge of your bed in the mornings and dread another day at the office. Everyone that we hire is passionate about making a difference in the world and doing something bigger than an ordinary job. We are a small team that comes together, almost like a family, sharing in each other’s celebrations and off-days. There’s something really amazing about the “mood” at We-Care that amazes me every single day that I work for this company. I feel proud of my work at the end of the day, and grateful for the colleagues who helped me get there. There’s this infectious feeling of care that spreads across the team, the brands we represent, the users of our site and, of course, the nonprofits, schools, and associations that we support that is unique to We-Care.com. We really do care.
To learn more about the We-Care program, please contact Morgan Foland.
If you’re interested in being interviewed for the Affiliate Window blog, please contact me.