Knightsbridge Human Capital Solutions‘s new holiday campaign is asking donors to help raise $20,000 for the United Way – with no donation required.
Instead of having people open their wallets for the fundraiser, Knightsbridge, alongside communications agency Isobar, has requested that they join The Gift of Advice discussion group on LinkedIn and leave a piece of advice for others to read. In return, Knightsbridge will donate $25 for each gem of wisdom.
Mike Sharma, senior-vice president and managing director of Isobar Canada, said the campaign is an easy way to raise funds for a worthy cause, since many people regularly use LinkedIn already. Rather than ask people to register at a new organization or spend time donating money by credit card, the campaign simply relies on people visiting a site they’re familiar with, and sharing some advice.
“Everyone at some point has been given a piece of advice that helped move them forward in their career,” he said. “We’re hoping that people will pay it forward. What better channel to do this in than LinkedIn? It’s a community of professionals.”
Sharma added that LinkedIn acted as an informal consultant on the campaign and shared suggestions for best practice with Isobar.
LinkedIn is also promoting The Gift of Advice on their LinkedIn For Good charity page.
“This came about through a conversation we had with Knightsbridge,” said Sharma. “They had been doing the holiday e-card for a number of years and they wanted to do something different. It was born from the idea that we could use social media in a unique way.” He noted that most people get “inundated with emails this time of year,” and that the simplicity of the Gift of Advice campaign is what makes it unique, and hopefully, what will make it successful.
At press time, the campaign had met 15% of its goal, and anyone can join the group. “Yes we’re asking people to take an action,” said Sharma. “But it’s an action for a very good cause.”
