State Farm is trending. Their new Neighborhood Assist (formerly known as Cause An Effect) Facebook app crowdsources the insurance company’s corporate philanthropy. Through individual votes for neighborhoods all across the U.S. and Canada, State Farm’s social community helps determine which 40 areas receive a $25K neighborhood-improvement grant.
The State Farm Youth Advisory Board accepts 3,000 submissions online, narrows the pool to 200 finalists, then opens the voting process to determine which 40 causes get $25K grants.
We had the opportunity to interview Kellie Clapper, Assistant Vice President at State Farm Insurance, who is behind the campaign, and are pleased to share some key insights.
Network for Good: What is State Farm most proud of from the 2012 Cause An Effect campaign?
Kellie Clapper: We’re so proud of the extent and diversity of the program’s reach. In 2012, more than 1.2 million votes were cast in three weeks. The $25,000 grants reached 22 states and 40 communities ranging in size from 222 to eight million. Examples of winning causes ranged from helping an animal shelter replace its rescue van to assisting groups that support the homeless and impoverished. It also proved to a team of young people they really could drive change and make a positive impact.
NFG: What was the biggest lesson learned from the Cause An Effect campaign and how has it informed this year’s Neighborhood Assist campaign?
KC: If the program experience is entirely on Facebook [which it is], you really need to make it mobile-friendly. Last year people had to participate via laptop or PC and this year they can submit ideas, vote for their favorite cause, and view the winners all on their mobile device.
NFG: Why the name change from Cause An Effect to Neighborhood Assist?
KC: Leveraging the success of the 2012 program, we more fully integrated it with other outreach, like our NBA sponsorship, to extend the State Farm brand in unique ways and provide additional exposure of the program.
NFG: What does success look like for the 2013 Neighborhood Assist campaign?
KC: As long we help 40 communities create positive and sustainable change across the U.S and Canada and inspire people to get more involved in their neighborhoods, we’ll walk around knowing this program was a success.
Would your community benefit from a $25K grant? How?