The country's largest ecommerce company ended a program that donated 0.5% of eligible purchases to charities customers selected. This might have surprising negative consequences for Amazon’s brand.
I like big corporations to support good causes, but SMILE is so diffuse, who can relate to the teeny donation that is generated? Wouldn't people rather just get loyalty points or discounts with the teeny percentage of their purchase that goes towards SMILE? I didn't always feel this way. Remember Oodle's program from 15-20 years ago, where people selling personal goods on its platform could apply the revenue to a favorite charity? For sure, I thought it would be a home run. People don't want to waste their time to pocket a few bucks from their used baseball glove, old baby carriage etc. But giving the money to charity. Great! But it didn't amount to almost anything.
I like big corporations to support good causes, but SMILE is so diffuse, who can relate to the teeny donation that is generated? Wouldn't people rather just get loyalty points or discounts with the teeny percentage of their purchase that goes towards SMILE? I didn't always feel this way. Remember Oodle's program from 15-20 years ago, where people selling personal goods on its platform could apply the revenue to a favorite charity? For sure, I thought it would be a home run. People don't want to waste their time to pocket a few bucks from their used baseball glove, old baby carriage etc. But giving the money to charity. Great! But it didn't amount to almost anything.