Home Smart 100 2014 Track Your Impact (VIC) – 2014 SMART 100

Track Your Impact (VIC) – 2014 SMART 100

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This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

1. THE BEGINNING

This innovation came to life when…

When Thankyou Group, a social enterprise, started back in 2008, the team found it was extremely difficult to obtain reporting information from charities regarding the donations they had provided to fund safe water projects.

They discovered that unless you were a donor giving in excess of six figures, it was hard to receive any detailed reports. This gave the team the idea to create an app that would connect Thankyou Water drinkers directly with the impact made through their $2 to $3 purchase.

At the end of 2011, the organisation was finally in a position to be able to create the program. Track Your Impact was launched in November 2012.

2. WHAT & HOW

The purpose of this innovation is to…

Connect consumers directly with the impact made in developing nations through their purchase of Thankyou Group products, and create a greater level of public trust in the cause through this transparent approach.

It does this by…

Putting a unique code on the label of each Thankyou Group product, which once entered into the web app (found at thankyou.co), will provide customers detailed information on the water project their purchase will fund, complete with GPS coordinates.

The app is also integrated with various social media so users can share the experience on Twitter and Facebook if they wish to.

3. PURPOSE & BENEFITS

This innovation improves on what came before because…

This kind of detailed charity reporting to the everyday consumer is an Australia-first innovation and nothing like it existed at the time of launch.

Before Track Your Impact, donors were left to simply hope and trust that their money was going where they were being told it was.

Its various benefits to the customer/end-user include…

Increased trust between the consumer and the brand, by telling them exactly where their money is being used. The customer is empowered to know that they are making a significant difference in the world.

4. COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

This problem wasn’t solved before Track Your Impact.

Its predecessors/competitors include…

Previously, other charities and NGOs have been able to provide reports to donors giving in excess of six figures to projects, but it is a lengthy and labourious process. Track Your Impact is the first ‘instant reporting’ system in Australia.

5. TARGET MARKET

It is made for…

Gen-Y consumers in mind, especially those who already purchase Thankyou Water. There is a tendency for the Gen-Y group to be more sceptical and question where their money is actually going rather than accept the cause at face value.

For this reason, Track Your Impact was created in order to establish trust and transparency with this group of consumers and to help improve the public perception around charity reporting.

It is available for sale through…

It is available for free for all Thankyou Water, Body Care and Food customers. Thankyou Products are available in over 3,000 outlets across Australia, including 7-Eleven stores, IGA, Coles, Woolworths, Foodland and hundreds of other independent outlets.

Our marketing strategy is to…

Use marketing materials include POS items for retailers as well as prominent branding on the Thankyou Water product, encouraging customers to track their impact.

At the time of launch, a YouTube video on the program was shared across social media as well as broad media coverage in Herald Sun, Gizmodo and marketing publications such as B&T.

Your Turn — VOTE!

The Readers’ Choice Index was created to provide an opportunity for Anthill readers to vote on SMART 100 applications, in one of three ways:

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  3. Leave a Comment: Anonymous comments excluded (1 points)

We’ll use your vote to create the 2014 SMART 100 Readers’ Choice Index.

FINE PRINT
This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

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