Is this the biggest missed opportunity?

By Jack Doyle, Amergent President

Why hasn’t EVERYONE heard of this? Is it because there has been no effort to be “multi-channel”?

We’re hearing reports that Hurricane Harvey might be the worst natural disaster to hit the U.S. Regular broadcast and print news channels have listed all the usual places to send money.

The iTunes Store has also offered this way to help online.

 I checked—the last time Apple reported a number, they indicated over 1 billion people have an iTunes account. I guess when you exceed that milestone, no further updates are really necessary!

So, 1 billion people have access to giving for hurricane relief with the promise that 100% of their gift will go to the Red Cross. iTunes is transferring every dollar to the relief effort.

So why hasn’t this made it into the mainstream general public?

Is Apple relying on social networks and word-of-mouth to spread the news?

It’s not working as well as it could.

Aren’t we all looking for a new donor-giving experience that could increase the IMPACT of giving in a huge way? Aren’t we all looking for younger donors? Aren’t we all trying to engage with our donors on their cell phones? Aren’t we all looking for meaningful gifts versus $10 text to give amounts?

It’s all here!

The iTunes initiative is wonderful. I’d love to see them extend the use of their platform to allow for giving to 10 worthy causes at all times. I’d like to see them include the DAF Direct widget as another way of channeling the impulse to help to actually sending money.

Apple CEO Tim Cook has the means to profoundly increase his impact on philanthropy in the near future. Let’s hope his iTunes team is given permission to authorize their hugely creative marketing team to promote this channel for giving more effectively.

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