Online firms are leading the charge for sustainable CSR

Online firms are leading the charge for sustainable CSR

CSR activities are no longer restricted to large organizations with heavy marketing budgets, due to the SME boom in the UAE and GCC. In particular, online firms are very often taking the lead in targeted CSR and community activities that make a measurable difference.

September 30, 2012 10:40 by joselyn

“The advantages that online businesses possess in their commercial model – speed, adaptability, rapid response and community integration can also be channelled effectively to develop CSR campaigns. In fact, for smaller firms, CSR is not about making an expensive statement as much as it is to engage with the community for good causes as a daily way of conducting operations,” said Mr. Warrick Godfrey, Co-founder & CMO of Dubai-based online group buying site Cobone.

Cobone has seen tremendous success in local and regional markets, allowing people to access goods, services and luxuries at a fraction of their true price. In August, Cobone crossed the 1.6 million subscribers and has saved customers over AED 240 million in the process.

The same model of bulk consumer buy-in can be used to create substantiated positive change, as Cobone demonstrated when it launched a not-for-profit deal that asked for donations to the UN World Food Programme (WFP). The deal, launched in 14 December 2011, asked for AED 5 contributions that would allow WFP to feed a schoolchild for a week. Cobone customers could also pledge AED 20 to feed a child for a month, or AED 200 for the entire school year. By the close of the Cobone deal, sufficient funds had been raised for the WFP to provide 100,000 nutritious meals to school children in need. In 2012, Cobone.com ran two more deals for WFP placing almost 200,000 meals on the table for children in need.

“This initiative shows the power of crowd sourcing, and how technology can be a powerful mediator to bring people together for their own collective advantage as well as to help others. Cobone remains one of the pioneers of e-commerce, and we’re harnessing it for social endeavors too. Increasingly, we’re seeing the online space leading the charge for channelling the power of crowds to make a tangible, targeted difference to social wellbeing,” concluded Mr. Godfrey.

“Our partnership with Cobone illustrates how effectively and rapidly companies can make an impact by simply mobilizing their online community, especially when the appeal revolves around such a tangible and low-cost gesture”, said Elise Bijon, WFP Partnerships & Business Development Manager for the Middle East, North Africa, Eastern Europe and Central Asia. “Cobone has treated its CSR initiative in support of WFP’s School Meals programme with a genuine business spirit, capitalizing on its core expertise and infrastructure to help ensure an optimal reach and outcome; that’s precisely how we would like all our partners to support our cause.”

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About Cobone.com

Launched in August 2010, Cobone.com is one of the fastest growing web sites in the region, currently with over 1,600,000 members and almost $70 million dollars in savings (as of September 2012). Cobone.com gives its customers the chance to experience their city’s best offers on spas, restaurants and outdoor experiences with discounts from 50 per cent to 90 per cent. A new deal is featured every day and customers are encouraged to invite their friends and family to take part in the deal, earning extra credit in the process. Cobone.com has evolved into a value ecommerce platform; customers can now also enjoy the latest electronics, fashion and household products on the site. Shopping on Cobone.com is safe and easy, and offers members all forms of payment options including credit cards, cash on delivery, Paypal, CashU, and OneCard.

Further information, please contact:

Mr. Joe Akkawi Ms. Miya Billones

PAZ Marketing Management PAZ Marketing Management

PR and Events PR and Events

Tel: +971 4 2980808 Tel: +971 4 2980808

Email: joe.akkawi@pazmarketing.com Email: miya.billones@pazmarketing.com