Canvas 8: Cause comparison: shopping for values?


Less than 10% of UK residents regularly donate money to charity, with many citing the inconvenience of the giving process as a reason not to give. Despite this, attitudes toward charity in the UK are largely positive, and online fundraising platform Give as you Live has been launched to make charitable giving an effortless process.

Seamlessly enabling online shoppers – who contribute to the £800 billion global e-commerce market – to donate as they spend, Give as you Live is activating a new market of donors, while freeing them from buyer’s remorse.

“Charities are like people – they come in different shapes and sizes,” writes Polly Gowers, CEO of Everyclick Ltd. Give as you Live – Everyclick’s flagship product – was created with an awareness of this increasingly varied market. It not only enables consumers to raise money for charity by shopping online, but allows them to pick which charity they give to. Offering the utmost in convenience, Give as you Live lets people raise money for good causes without sacrificing time, enjoyment or even an extra penny.

After downloading an application that’s availableon all platforms, every time shoppers make purchases from registered e-tailers, a percentage of their spend will go directly to their chosen cause. Furthermore, full sharing capabilities let proud patrons spread the word across multiple social media platforms. 

AFFILIATE“Lots of affiliate marketing companies redistribute retailers’ affiliate spend to make profit, but what we’re doing is different,” explains Gowers. “We’re taking the revenue and giving up to 90% to charity.” 

Give as you Live’s core offering is convenience – even capitalising on their growing database of e-merchants with a comparison service – and it has enabled them to raise almost £4 million for UK causes. With more than 2,500 retailers, 200,000 charities and 60,000 daily users already involved, Give as you Live is bridging the gap between business and charity.

In the UK, only 9% of the population (known as the ‘civic core’) account for the majority of time and money donated to charity. While some lack the necessary disposable income, many simply find the process of giving inconvenient. Give as you Live is broadening its appeal by minimising the hassle. “It’s essential that people who shop through our have an equally fast, secure and enjoyable experience as they would normally,” confirms Gowers. “Give as you Live fits seamlessly into people’s online shopping experience.”

Affiliated retailers also stand to benefit. Whileonly 2% of UK charity income is currently accounted for by UK business, half of Brits admit they would be inclined to spend more with a charitable brand. Logging on to 

CSRAmazon or ASOS to find they’re affiliated with Give as you Live puts these brands in a good light, and the platform operates under an understanding of the importance of this image. “Never have companies been

expected to be so CSR-aware,” says Gowers. “We’re actively working to help them achieve and improve their CSR programmes.”

With hundreds of thousands of charities to choose between, donors are often spoilt for choice. Decisions can be based on anything from administration costs to the death of a relative. As Carl Jung once aptly noted, “the great decisions of human life usually have far more to do with the instincts and other mysterious unconscious factors than with conscious will and well-meaning reasonableness.”

It stands to reason that four of every five Brits would like to choose which charity their money supports – and that’s where the application for Give as you Live lies. [6] While Marks & Spencer gives a percentage of their revenue to a charity of their choosing, and Waitrose allows each shopper to choose from three pre-selected causes, Give as you Live offers customers full flexibility and maximum monetary control.

Global e-commerce is worth more than £800 billion, and still only accounts for less than 10% of retail overall. [2][8] As the market continues to grow, personalised spending experiences will become increasingly necessary – and Give as you Live is working ahead of this curve.

PEOPLE WANTWhile people continue to spend, those afflictedwith buyer’s remorse seek justification for their purchases. Two thirds of British shoppers admit to splurging on unneeded items. As one London-based shopper confirms, “I do feel bad when I see how much I’ve spent on things I probably don’t need.” Donating to charity through the act of spending is one way to ease the guilt, creating an incentive in favour of the purchase. 

Young people in the UK are positively inclined towards charities, with more than a third giving on a monthly basis and 78% claiming that charities hold an important role in society. [11] They may not be the most affluent group, but they’re ready and able to raise awareness. Give as you Live is further aiding this group by making the act of donation cheaper and easier. “People want to support charity, they just need a mechanic that works within their lifestyle,” confirms Gowers. “We’ve developed just that.”

The additional social media integration creates a space for this discussion to flourish, encouraging consumer- controlled content. This is one facet of the larger image of consumer control Give as you Live is offering: control over what you buy, where you spend, who you give to and who knows about it.

Key statistics

– More than 2,500 retailers, 200,000 charities and 60,000 daily users have worked together to raise almost £4 million through Give as you Live
– 9% of British citizens account for 66% of time and money donations to charity
– Only 2% of UK charity income is currently accounted for by UK business
– 49% of Brits would spend more money with a retailer who donates to charity
– 83% of Britons said they’d like to select the charity that the retailer donates to
– E-commerce is worth more than £800 million worldwide, and Britain accounts for 12.7% of that figure