By Kate Olsen
In 2008, Capital One partnered with Network for Good to create the No Hassle Giving Site, a giving portal available to all Capital One credit and debit card customers. Through the site, customers can donate cash, rewards or miles to any of 1.2 million U.S.-based nonprofits. Capital One generously covers all donation processing fees, so 100% of a customer’s donation gets disbursed to the nonprofit of choice.
In the wake of a disaster, Capital One features a handful of trusted nonprofits providing relief. Through customer email communications, website banner ads, and retail bank outreach, Capital One invites customers to support relief efforts through the Giving Site, making it convenient for customers to help. Additionally, Capital One often provides matching funds to amplify the impact.
The Capital One Giving Site team formalized an internal disaster response plan after the Haiti earthquake giving campaign. The plan designated responsibilities for team members, outlined disaster response criteria, provided guidelines for website updates and included templates for communications and digital assets.
As a result of this pre-planning, Capital One was able to launch its Giving Site Japan campaign within 12 hours of the earthquake triggering the tsunami, long before many companies had even started formulating their plan. The proactive response resulted in about $1 million in donations from Capital One customers and employees for Japan tsunami relief efforts.
Key lessons learned:
1. Be ready to move quickly: Agility requires knowing who the right contacts are within the company to activate the plan and keep up momentum.
2. Communicate the plan: Ensure all internal parties are aware of the communications plan and campaign timing – so that the response is coordinated.
3. Re-evaluate the plan: After each disaster response, bring the disaster team together to discuss what worked, what didn’t, and then update the internal plan accordingly.
For more lessons on corporate disaster giving, download our FREE eGuide, How to Help: 5 Steps to Effective Corporate Disaster Giving Campaigns.