Online Charity Market

Charities are increasingly using celebrities and influencers to actively solicit contributions, support, and awareness on their behalf. At the same time influencers want to be seen as involved in charity for personal reasons in addition to profile management and to attract positive publicity. Celebrity-fan engagement through charity has helped NFL player Chris Long raise enough money for 30 water wells in Africa at US$45,000 each for waterboys.org. Influencers (actors, athletes, celebrities) use digital engagement, physical merchandise, and other mechanisms to interact and raise money for charity.

The market size for online charity is $US2.6 billion in 2016, an increase of nearly 8% over the previous year. 17% of online donations are from a mobile device.

All projects the Core Network engages in will have a charity component. Proceeds will be attributable to charity on a project-by-project or celebrity-by-celebrity basis. For example, proceeds from the sale of subscription boxes curated by a celebrity will go to children charities that the celebrity and their fans already support. In AR game titles, athletes will be able to solicit donations for charity by asking fans to join their avatar in the game in specific places and activities, for example join me on December 14 at any Starbucks for an AR selfie to raise money for waterboys.org.

Mobovivo helped launch and execute Super Bowl champion Chris Long’s water charity campaign through social and mobile activation and by gamifying donations to waterways.org.