Consumers are likely to be more motivated to try out a local business if the offer is linked to a charity. That’s been the thinking behind charity based programs by Oodle and Insider Pages. And it is also the thinking behind Bidding for Good, a 35-person, Boston-based firm started by Family Education Network Founder Jon Carson that has launched auctions in the name of thousands of charities.
Carson, who has carved out a niche for himself in cause-related marketing, says the company handled $27 million for auctions in the past year for everyone from schools to theater groups. It’s a win-win for everyone, he says.
The charity gets to work with a Bidding for Good’s platform, which tracks users, manages the auction process and processes fees. Participating charities, on average, receive between $1,300 and $9,000 in donated items. Carson notes that top promotions have included travel/getaways; dining; local entertainment; local sports team tickets; and health, beauty & spas.
For its part, Bidding for Good ties in with marketers that can re-contact bidders for a second chance offer to losing bidders, pitching to 130,000 consumers that tend to be 65 percent women. “For marketers, every winning bidder is a potential customer,” says Carson. The site also receive setup fees and a declining cut of the revenues, based on the total amount, ranging from 9 percent to 3 percent.