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Groundswell

Brand Launch for an Emerging Workplace Giving Platform

Groundswell users pledged $750,000 to nonprofits within the platform's first two months of launch.

The Challenge

Groundswell is an application that lets anyone become a strategic philanthropist, with each user donating through their own tax-advantaged personal giving account.

The giving account is modeled after a traditional donor-advised fund (DAF). But unlike the DAF, the user has total control over its distribution.

Groundswell also allows businesses to provide matching and gift funds to employees. This means employees can make larger donations and increase their impact, ultimately improving both staff engagement and corporate philanthropy.

Like any new app, Groundswell needed to generate interest while persuading potential users to embrace a new donation platform and overcome user concerns about connecting their bank accounts.

two women looking at a phone

Groundswell sought answers to questions like:

  • How do we encourage donors to forgo traditional giving and embrace Groundswell’s new platform?
  • How do we instill trust so users feel comfortable connecting our Groundswell app with their bank accounts?
  • What compelling content can we use across channels to attract and engage donors and corporate management teams?

Our Solutions

To launch Groundswell’s brand-new giving platform and give potential users reasons to take the next step, we created brand positioning designed to build trust and emphasize impact.

  • We developed Groundswell’s digital brand voice, striking a balance between cause activist and corporate HR expert to communicate the app’s many benefits.
  • We welcomed new users with a series of emails, each cheering a newly completed step in the conversion process.
  • Each email contained a special security call-out and link to more information, alleviating donor concerns about connecting their bank accounts to an unfamiliar app.
  • Using content that championed high-profile or priority causes, events, timeframes, and needs, we engaged audiences on social media.

The Results

  • Groundswell users pledged $750,000 to nonprofits within two months of launch.
  • Groundswell converted 3.5% of incomplete sign-ups into ongoing donors through retargeting.

Jake and I wanted to extend a huge thank you for all the amazing work and partnership over the last 7+ months. When we first reached out we needed a lot of help to get ready for our launch, and CauseMic played a key role in helping us to get to that finish line.

That was a big milestone for us, and we're glad you were a part of it. Not to mention the ongoing support helping us launch a newsletter and keeping our social media alive.

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