JP Morgan Chase Community Giving,
with 3.370.150 fans on his Facebook page and more than 18 million dollars shared
between 800 projects in the USA, represent the benchmark using social media networks within financial
sector, on what we can call Charity Marketing.
From 2009 Chase has capitalized the use of
social media on his strategy. Nowadays, it´s the number one financial
institution on facebook ranked by number of fans with a high reputation coming
from their supporting activity to the non-profit sector.
JP Morgan Chase distributes from $2M to $3M
annually between the more voted charity initiatives by the fans pages during
the voting period.
Community Giving it´s more than a common Facebook program, we
could say it is a full free charity promotion platform for non-profit organisations.
- Chase provides an space where the charity can shows to the world, his project, his goals and the benefits for the community.
- Chase also provides a set of marketing and public relations tools, "Charity Toolkit" that allow them to develop an effective action plan to address their candidature. Its include:
- Helping to create charity key messages.
- Press note draft
- How to attend local radio and TV interview
- How to engage journalist and radio speakers
- How to organise a press event
- How to maximise your online presence and social media
- Etc,
- The prizes are distribute as follows:
- 250.000$ for the most voted
- 100.000$ from second to fith placed
- 25.000$ for the 95 left
- Each charity has also a donate button, allowing fans to make donations to the current projects available on the community.
The prize is
worth two million, to be shared between the five most voted charities into the
categories of: Educators & Mentors; Champions of Health & Wellness;
Heroes & Leaders; Community Builders, and Youth Developers.
The prizes are
distributed $1M for the “Big idea”, $500.000 for the second most voted,
$250.000 for the third and $125.000 for the fourth and fifth most voted initiative.
The American Giving Awards ceremony called more than one thousand people,
counting with the presence of the president of the JP Morgan Chase Foundation,
Kymberly Davis.
Lasting Chase runs
an specific action for the support of war veterans, "Helping Veterans” with two programs:
- 100.000 jobs submission: Job searching program veterans
- Help our nation´s veterans: Donation program to address veteran needs. For each 10$ donated by the public, Chase donate another 10$ to the cause.

In summary JP
Morgan Chase, is taking advantage of the viral power of social media to boost
their Charity Marketing programs, showing their customers their commitment with
the society, reaching the leadership on his sector, improving his reputation and
getting the recognition of the full North American society
Best regards
Jesús Labrado Fernández
You can follow us on facebook http://www.facebook.com/SocialMediaTailored
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