Stacy Cooper Dent from Torani joined Give Smart to share how a beloved consumer brand designs charitable campaigns that actually perform. We talked through the nuts and bolts of running giving across ecommerce and retail, how to pick the right nonprofit partners, what to measure, and how to bake compliance into launch so teams move faster with confidence.
Learn from the experts
In need of guidance for charitable campaigns or nonprofit registration? Watch the other episodes of our video series, Give Smart.
Campaign design: Simple mechanics that shoppers can repeat in one sentence; write the disclosure first to keep the promise clear.
Partner fit: Choose nonprofits with audience overlap and a concrete, fundable outcome; align on assets and approvals on day one.
Ecommerce + retail: Treat online and in-store as one system; keep messaging consistent from shelf talkers and QR codes to PDPs and receipts.
Metrics that matter: Conversion lift where the prompt appears, AOV change, opt-in rates, and 60–90 day repeat behavior—paired with nonprofit impact.
Compliance as a launch step: Secure written consent, verify nonprofit status, map state requirements, and set up payout tracking and reconciliation. Teams use Change to centralize verification and automate payouts so launches are cleaner and faster.
Why it matters
Clear mechanics and the right partner fit drive conversion and trust. Tight measurement proves business impact so cause work sustains beyond a single promo. Building compliance into the workflow reduces risk and saves time, which means more campaigns shipped and more dollars to nonprofits.
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