Giving Forward’s primary initiative is in cause marketing powered publishing We are launching several publishing brands / domains beginning with HeraldTimes and GooodBuzz. However, we expect to launch platforms in many areas of cause marketing, volunteerism and alternative modes of philanthropy.
The common theme across all of our current and future initiatives is the conversion of attention and behavior to revenue for nonprofits through advertising, marketing, commerce and volunteerism.
Cause Marketing Powered Publishing (CMPP):
Global digital advertising revenue in 2019 was estimated to be $333.25 billion according to eMarketer. All of that revenue is driven by content consumption; the attention and behavior of consumers. What if great content combined with the passion that consumers have for their favorite nonprofit causes to harvest one billion in advertising revenue, converting it into cause marketing donations to nonprofits. That’s Giving Forward’s model.
Cause marketing powered publishing is distinctive:
- Content is “Donated” to one of the Giving Forward brand websites by the “Creator” or co-created with the Giving Forward team (mostly volunteers) and that content is tagged with the nonprofit selected by the Creator (Creator’s Cause). When that content is read/consumed the consumption is tracked. Giving Forward uses a points-based system to allocate 25% of the advertising revenue to the Creator’s Cause.
- Readers/Consumers of the content are equally important. Without them, there would be no advertising and sponsorship revenue. When they register, their content consumption (which generates ad revenue) is measured with the same points system. The nonprofit chose by the reader / watcher gets 25% of ad revenues.
Giving Forward (also a nonprofit) retains the 50% remaining ad revenue to cover the costs and to build additional cause marketing technology.
History of the nonprofit Giving Forward, founded in September 2019. (sometimes it’s useful to know the back-story of the founder Kevin Lee and his obsession with cause marketing and how it manifested itself into Giving Forward.)