GIVA
The Safety Lab and
Issue 37 | December 2015
Agency
Y&R SA
Creative Team
CCO Graham Lang Creative Director Nkanyezi Masango Art Directors Gareth Cohen Gareth Owen Copywriters Graham Krige Tyler Botha
Production Team
Agency Producer Ashleigh Hamilton
Other Credits
Client Service Director Megan Hall Programmer Information Logistics
Date
May 2015
Background
There were many routes donors could take that enabled them to give to charity. If they gave money directly to an organisation, a project or cause, how did they know exactly where their money was going and how it was being used?
The brief was to find a progressive way to give to individuals in a responsible way, making it is easy, transparent and responsive so that givers knew where their money was going.
Idea
GIVA.org.za was created. It was a digital platform that allowed the user to choose an individual at a registered, non-profit organization. Having chosen a person, they could give to their specific need and see how it impacted their life. Users could share their donations with friends and family via social media, whilst also receiving direct updates via email on how their money was having a positive effect on individuals' lives.
Giva was a new kind of platform that allowed you to donate money to a specific individual with a specific need of help at a specific charity.
Results
Over 30 not-for-profit organisations registered on the GIVA platform and in the first three months alone over 100,000 Rand was contributed towards individuals' needs, from assisting with financing training courses, from admin to forklift driving to assisting with general needs such as wheelchair repairs and purchasing bus passes to help the disabled. The range of donation was from R200 to over R2,000, depending on the nature of the need.
The site introduced you to people like Noeba. He wanted money to complete a First Aid course, which would help him become better qualified as a tourist guide. Visitors to the site could donate as much or as little as they wanted to help him reach the R800 he needed.
Some of the people who have been helped by GIVA.
Our Thoughts
Why should not-for-profit organisations want to be a part of GIVA? Well, transparency for starters. The platform neutralises any cynical assumptions people might have of their money going into salaries and expenses by showing exactly where it is going and to whom. By registering, NPOs are making a reassuring statement about their probity.
Or, as Matt Batten put it, a little more succinctly, "Great idea for a mobile platform."