B1G1/BOGO (Buy One Give One) partners business enterprises with charitable cause right around the planet so that every business sale makes a signifi...
B1G1/BOGO (Buy One Give One) partners business enterprises with charitable cause right around the planet so that every business sale makes a significant difference somehow, somewhere, every second, every day. And it does much more than that. It adds a powerful marketing ‘engine’ building your own magnetism.
Michael Porter, probably the world’s most respected business strategist says this: “I used to see this area of corporate social philanthropy as the last thing on my agenda 10 years ago, but now I agree that social and economic issues are intertwined. Corporate philanthropy – or corporate social responsibility – is becoming an ever more important field for business. Today’s companies ought to invest in corporate social responsibility as part of their business strategy to become more competitive.”
Everyone we share with about Buy 1 GIVE 1 gets it in a heart beat. It’s an idea that totally resonates and makes sense. And it’s an idea whose time has come.
You can put your hand up to make a continuing difference and literally play a part, not just in leaving a legacy, but also in transforming our planet. It could be the best business and personal choice you’ve ever made. After all you will leave a legacy the question is : will it be one of consumption or one of choice.
Bill Gates has become central to this paradigm shift, calling for ‘Creative Capitalism’ in response to the vital question, he shares in TIME Magazine:
“How can we most effectively spread the benefits of capitalism and the huge improvements in quality of life it can provide to people who have been left out?”
Buy1GIVE1 is about Sharing the Joy of Giving; and giving, results from giving thanks for what we have in our lives.
Remember – you don’t ‘get’ giving till you get giving.
Find out more about how Buy1GIVE1 () can transform your business using .
Definitions of some English words can change quite rapidly these days. In the recent past the meaning of words was often very fixed. Today the meaning can change in the blink of an eye. With faster and newer ways to exchange ideas such as Twitter and with wider and more culturally, socially and educationally dissimilar groups connecting together – words are put back on the anvil of evolution and changed into something new and more reflective of current life.
There is a growing significant movement happening global where consumers are asking businesses to look after the things they care about such as the environment and the less fortunate in society. The request is still mainly tacit and despite it being an ironic request it still signals we are in a time of great change. Consumers these days want their ‘toys’ but they don’t want the environment to be destroyed in the creation of these. They want cheap products but they do not want workers to be paid a pittance to create the cheap products.
There may not seem an answer to this complex puzzle and yet one actually exists. It exists in the reforging of a simple single word – GET. Today there is a new movement of people wanting to get but give at the same time and they are reforging its meaning into the word GIVE.
Every day automated email notices arrive from Google Alerts for two keywords – B1G1 and BOGO. I see all the new places these words are being used on the Internet. I can now see that the new meaning of these words is coming alive ‘poco a poco’ -little by little.
The B1G1 and BOGO acronyms both stand for Buy One GET One free. You buy one and you get given an extra one for free.
If you look on Wikipedia you will find these definitions for BOGO (there isn’t a definition yet for B1G1) -
* An acronym in the retail industry that stands for Buy One Get One. For example, you could say “Buy 1 DVD, Get 1 FREE!
* An acronym in slang British that stands for Britons Of Greek Origin or Greek Britons.
* Bogo, Cebu, a city in central Philippines.
* Norway, a village in Norway.
* Norway, a village in Norway.
* The mascot of the ITESM CEM.
* BogoMips, an unscientific measurement of CPU speed
* Bogosort, an ineffective sorting algorithm
BOGO Lights – torches that give
There’s an entrepreneurial business in the USA called SunLight Solar which was founded by Mark Bent. They’ve created a special torch that’s not only an amazing and sturdy solar-powered light; his company also gives a free torch to that in need in developing countries every time one is sold. If you look up their website you will learn more about their “BOGO light”.
“The BoGo – our Buy one/Give one – program has successfully provided lights to many, many thousands of people in the developing world, changing lives because of your purchase and participation.” – BOGOlight.com
Mark Bent has managed to flip the meaning of the BOGO acronym upside down. For Mark along with thousands of his customers, BOGO now means Buy One GIVE One. A light is given whenever one is sold. Now each sale supports people in remote parts of the world who don’t have the benefit of electricity. They can now tap into solar power support themselves.
There are many other well known and less well know businesses now doing Buy One Give One giving or transactional giving as it is becoming known. Some of the famous ones are One-Laptop-Per-Child (OLPC) and TOM’S Shoes. Some of the less well-known ones (in the USA at least) are based in New Zealand, Australia and the UK – Earthstar Publishing, Maple Muesli, Blinds Couture, Figure 8 Body Chains, Sunsplash Homes, Honestly Women magazine and Thavibu Gallery based in Thailand are just a handful of special businesses that are heading the Buy One Give One movement.
Many Buy One Give One businesses are uniting under the common banner of Buy1GIVE1 run by a social enterprise based in Singapore. Buy1GIVE1 is the home of transaction-based giving. Any business based anywhere in the world can now start doing Buy One Give One giving with ease. It is becoming like a ‘CSR plug-in’ allowing a business to instantly start giving from each and every product or service sale, starting from just one cent. And it is no longer about giving an equivalent product to someone else; instead it is about contributing to a project that resonates with a company’s activities. So for example a restaurant can feed a child, a TV manufacturer can give a cataract blind person the gift of sight (Get Vision-Give Vision), a magazine publisher can plant a tree for every subscription and a builder can build a low-cost family home for those in need (Buy1BUILD1) – the list is endless.
The stats now add up saying consumers do care. The 2008 Goodpurpose global study of consumer attitudes revealed that nearly a huge 68% of consumers would remain dedicated to a brand during an economic slump if it supported a charity cause. This study also highlighted some other key points as well such as:
* 52% of consumers globally are more likely to recommend a brand to others when it supports a good charity cause over one that doesn’t.
* and 54% would champion a brand to promote a product if there was a good cause behind it.
* And going even further globally, consumers are voicing a strong desire for marketers to connect their brands to social causes or action. Forty-two percent say that if two products or services are of the same quality and price, commitment to a social purpose trumps factors like design, innovation and brand loyalty when choosing one product brand over another.
Turning Getting into Giving
In the minds of consumers, Buy One GIVE One is sure to replace Buy One GET One as the global giving movement led by Buy1GIVE1 ripples out. Certainly with the large consumer demand shown for products from companies like BOGOlights, TOMS Shoes and One Laptop Per Child (OLPC), this tide will continue to spread.
I did a recent Google search to find the top 25 keywords associated with the keywords BOGO and B1G1. The results were interesting indeed seeing none of them contained the word Give. You can see the results below. It will be interested to repeat this experiment in 12 months time to see what changes. Consumers are now starting to drive significant change and despite them wanting to receive free gifts (as in traditional BOGO/B1G1), they equally want to help others and the environment. This feeling is validated by 2008’s Goodpurpose global study.
Unlike normal charitable giving Buy One Give One giving is transactional. What is meant by that is: every time you buy something you give something. In the case of SunNight Solar they give a physical light for every light sold. In most cases, businesses that become part of this special form of transaction-based giving, give in a different way. At Buy1GIVE1, giving can start from just USD 1c contribution per sale. At this amount no business in the world can say they cannot give and 100% contributed goes to the cause.
The amount of money that is contributed isn’t the focus with Buy1GIVE1 transaction based giving. The focus instead is on the story and sharing the simple joy of giving. After all, if you think that 1c isn’t a lot to give and would not make much of a difference think again.
From its origins in Ethiopia, where the main coffee production is still from wild coffee tree forests, coffee consumption has spread throughout the world. Today Brazil is still by far the largest producer producing an average output of 28% of the world’s total coffee. Brazil produced enough coffee in 2006 to make 216 billion four hundred million – 216 400 000 000 – espresso coffees. If we calculate that across global production then we get a daily global consumption of around 2,117,416,830 cups of coffee. The figures are hard to find but let’s guess that 40% of the world’s coffee is sold in coffee shops then we would get that 846,966,732 cups are sold commercially each day globally. This would equate to about’5,485,714 cups in the USA alone seeing they purchase around 21.9% of the world’s coffee beans.
If we considered the impact of the coffee industry alone taking up Buy1-Give1, imagine now that for every cup of coffee sold a child in a developing region like Sub-Sahara Africa received clean drinking water from a well and it only costing 1cent to do this. Surely any coffee shop could afford to contribute this amount from the sale of a single cup of coffee. Imagine the different that this one action alone would make in the world.
Transaction-based giving is the story of a thousand-mile journey starting with a single step. Digging a well costs a few thousand dollars, however when you break the cost down it only takes the sale of a single cup of coffee to give clean water to a single person for a day1. This is the incredible and simple power of transactional giving. It is like the compound interest of giving – a little turns into a huge amount very quickly.
So many companies are used to doing things on their own. Doing transactional giving is no different. A company can go out find a cause and start doing Buy One Give One giving. And yet they are missing the point when they do this. Buy1GIVE1 giving is about sharing the joy of giving and not trying to change the world. As soon as you step up and say you are going to change the world then the world will step up and challenge you. Within a heartbeat a company would experience the sharp scrutiny of the media inspecting their every move. And yet when a company steps up and says it is supporting what its customer want and joins with others in its industry to do that in a win-win way, the story is different. When companies choose to join together under a commonly recognised banner/brand they can have a powerful joint effect. The ripple that a single company creates is added to that of another and the ripple grows into a tidal wave that benefits so many. This is the power of giving and doing things together.
The final power of Buy One Give One transaction based giving is that everyone wins – the consumer wins – at no extra cost to themselves they have made a difference through their purchasing choices – the business wins in so many ways – and the worthy cause or charity wins because they can now receive small amounts from many sources all aggregated and paid as a lump sum from a single source if done through the Buy1GIVE1 service.
A new beginning
If you go and check Wikipedia.com today for the word BOGO you should find that a new definition has been added. It’s time for a tide-change – a change from focusing on GETTING to working with GIVING. I added this small addition to Wikipedia’s BOGO definition: “… an acronym in the marketing industry that stands for Buy One GIVE One.”
Imagine a world where every time you buy you are giving a gift forward to someone in greater need than you. This is the magic of transactional giving – seamless and simple.
This is the world I want to be part of.
And remember – you don’t ‘get’ giving till you get giving.
Footnotes: 1 Daily cost per person is calculated by taking the average cost to dig a well, dividing it by its average expected life without major maintenance, divided by the number of people in the community benefiting from the well on a daily basis.
Find out more about how Buy1GIVE1 () can transform your business using .
A new experiment is completely changing lives in the rural areas of India by bringing luminosity where there used to be darkness.
The New York Times published an article titled, “Husk Power for India”. Electricity, which is prevalent in the lives of many in developed nations, is a pure luxury in remote areas of developing ones. What was once fed to animals now is used to generate electricity – rice husks.
Raised in the rural state of Bihar, Manoj Sinha understood what it was like to sit in darkness. Being an engineer with Intel Corporation he had all the ability to bring alive the dream of a lifetime. He led the advancement of his power equipment that produces electricity from rice husks and other farm wastes and now he trades it to hamlets across India.
Sinha is what could be called a social industrialist because he feels entrepreneurship is a way out for important problems of the society. “Business leaders must realise that the world’s poor need investments more than handouts,” he says, adding, “these are customers, not victims.”
The article motivated me to think about offering things in a different way that made me ask myself, “what is the most perfect form of giving?” Is it edification, commerce or disaster aid? There are so many ways to create a difference. One way of giving can seem more productive or practical than other ways depending on the way it is given expression, viewed or put into practice.
I then came to delineate there were eight segments to giving as a way to see this. So, let me chart out the eight differences; which in effect are often ’stages’ of giving as well.
Stage one: Urgency – rescuing and supporting others who are struck by natural disaster, epidemic diseases or other uncontrollable circumstances.
Phase two: Respite – providing respite from enduring need, poverty, ill-health, disadvantages or prejudice which otherwise would continue or deteriorate because of the lack of awareness, training or resources.
Phase three: Curing and defending – morally, bodily and spiritually. Many people carry scars that may be invisible but strongly constricting their lives. Giving the cure to release the long-standing suffering creates more chances for them while giving necessary defense gives them a feeling of security.
Stage four: Education – giving better education, information and skill training to create empowered and creative solutions to resource generation while supporting individuals to discover their unique talent to thrive.
Stage five: Creative investment – lending a hand, money or resources to those who have great potential to make a difference. This gets leveraged many times as the resources increase and passed on to many others who again make more out of the opportunities given.
Stage six: Sustainability – working together involving the people in the local environment, creating sustainable community – environmentally and socially.
Stage seven: Empowerment – sanctioning and influencing the people to set free their true capability and drive to make a difference. In this group of offering, the aim of offering changes from ‘giving to those who are in need’ to ‘giving people an opening to give to others’ and to the whole group.
Phase eight: Caring – just doing whatever we want to do to cherish and care for others. No tactic or expected result exists in this phase of giving. ‘Giving’ does not even exist here in the conventional sense of the word, as there is no sense of ownership or reasoning or yearning to alter anything. This is where we do not even have to worry about anything, we give as a part of our own delightful sense of being.
What we also see is that at each of these eight phases of sharing there are many things that the giver gets in return.
One: Sense of bonding
Two: Sense of wellbeing
Three: respite from hurt (our own)
Four: Thankfulness for our own ideas, gifts and conditions
Five: Long-term sense of involvement and fulfillment for our own life
Six: Improved atmosphere for our own life and for the lives of all those we value and cherish
Seven: Soul fulfilling inspiration and dedication to our own purpose
Eight: Affection
Giving has many levels and experiences depending on the giver and the receiver. And the ’stages’ do not describe which one is more important than the other. All are necessary.
I was gifted with an experience early in 2008 while travelling with a group of dedicated entrepreneurs through India to see how we could be more effective in our giving. I was blessed to have one particular experience that made me think about what ‘effective giving’ really meant.
We were in a small town one day. Four of us had just called a taxi to take us to another town in the vicinities. We bargained with the driver with care as our hotel staff had told us beforehand that we could be duped since we were not local.
We halted briefly in front of the local train station for a short recess on the way. While the others went to use the restroom, I tried to chat with our taxi driver standing near his vehicle. With his limited knowledge of English and a wonderful smile that showed his blackened front teeth, he told me that he had a house on the suburbs of the town and he had a sweet wife and two lovely kids who went to the local school – I felt a strong bonding with him.
I appreciated the fact of his having such a wonderful family and told him that I too had two little ones of almost the same ages as his. When the others were back the driver suddenly invited us to come to his house and have lunch. I took it only as a formality that was customary courtesy. But after taking us to the town center and leaving us there, he told us that he would wait for us until all our wandering in the town was over. And he really did. I was actually quite astonished to see him still remaining glued to the side of the road next to his taxi more than one hour later. We got into the taxi and he drove fast up the road to where he had his family.
When we arrived we were actually quite shocked to see how he was living. It was almost like the same condition (if not worse) to the lifestyle of people living in slums we had visited previously. From the nice new taxi he was driving, who could have imagined
As the car turned into the narrow unsealed road between the hut-like houses that were constructed with crudely made concrete blocks and painted mud walls, we felt contrite about having agreed to his invitation. For a brief moment I felt mortified. “How could I have exploited the generosity of a man who didn’t seem to have anything and I didn’t even get any edible stuff or presents for his family”, I thought.
As we walked into his house, we saw a pan and small stove on the mud floor. His very shy wife nodded blushing in surprise and disappeared into the small storeroom (a cupboard size) next to it. As I looked in, I saw the next-door neighbours handing over some teacups to his wife over the crumbled concrete fence. They didn’t even have extra teacups in their house. There was only one small room fitted out with one single bed and an old galvanised chest next to it.
The taxi driver quickly pulled out three hand-woven rugs from the chest and rolled them out on the small patch of mud floor putting one on the bed.
Soon the cups of tea and some snacks arrived. All his children and children from the neighborhood came to see us and stood in the doorway. All six of us were totally squashed in the tiny room. I curiously asked him where all his children were sleeping. I thought they probably had another space somewhere. To my surprise, he cheerfully pointed the chest and said it was their bed with his beaming smile.
He cheerfully informed us that he was a dancing expert of the area and pointed at the medals displayed on the recess above his bed. Bent on showing us his dancing skills he at once ran outside. From some place music started coming into the tiny room. He has no arrangement for music in the house, it was flowing in from outside. I wondered where it came from till I saw him bringing his taxi in reverse to the back wall of his house with the doors open and music flowing in from the high volume car radio!
The time moved fast (with his dancing and the many more cups of tea that followed) and very soon it was time to thank them for their great warmth and courtesy and make our move. As we got ready to leave and express our gratitude to him and his wife, he pulled out the best of all the rugs he had, and just gave it to us. It was one of the very few things he owned. It was impossible to believe that he was offering it to us.
We all courteously begged off his gift and moved out waving goodbye to all the people waving back at us. We got real baffled about the whole affair. Should we have paid them something as they surely had only too little money? Should we have consented to take the cherished gift he made us?
As I was thinking about this soul-lifting happening a few days afterwards, I was wondering about refusing his gift. He looked quite dejected that we didn’t agree to take the gift. It wasn’t only the fact of declining the gift that crossed my mind.
I realised that the feeling of restlessness I felt was in reality the result of seeing him as less privileged. I was feeling that I couldn’t probably receive anything from someone who owned too little.
But did he actually have modest means? Maybe he had other things – a lot more.
Maybe the perfect gift we could have given him then was to accept his gift in total surrender and gratefulness.
All acts of giving and receiving are necessary for us to fill our world with abundance and fulfillment equally for both giver and receiver. We can start doing this instead of judging and justifying one over another. The pure act of giving and receiving requires no further explanation.
Manoj Sinha’s words continue to reverberate in my mind, “these are customers, not victims.” I can picture the happy faces of the rural folk who are now pleased to have power in their hamlets and the kids who now can read books and happily do their homework at night.
Discover more about how Buy1GIVE1 () can transform your business using .
