EMBEDDED GIVING: A NEW DIFFERENT WAY TO SUPPORT THE SEACLEANERS
9 May 2022
Since April, it's now possible to make a donation to The SeaCleaners by paying for your purchases in the BHV and Courir shops.
Payroll giving makes it possible to spread the word about The SeaCleaners to thousands of customers every day, and to accumulate simple and “painless” individual donations that can reach significant cumulated amounts for the association. For our corporate partners, it is an opportunity to engage customers into the brand’s commitment, but also to involve the sales teams who will be initiating customers donations.
Another purchase process that allows you to support The SeaCleaners, this time online: while buying your pass on the Rock en Seine festival ticket office, you can add a donation of €1 to €10 in favour of the associations that will be present at the festival at the end of August, in particular The SeaCleaners.
These donations and rounding up are part of the new forms of support grouped under the term “embedded generosity”, which refers to donations integrated into a more global process and everyday actions (purchase, salary, etc.). The principle: give little, but often and everywhere.
For many years now, employees of several companies have been making a monthly donation to The SeaCleaners by deducting a few cents or euros from their salaries, and these donations are often matched by their employers (payroll charity generosity).
A recent and growing source of funding for associations, embedded generosity is also a way of reaching new donor populations, democratising the culture of giving and reaching out to more companies, beyond the logic of corporate sponsorship.