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Coffee with Cream and Charity

Author: Shawn Basak
Published Date: 25 September 2013

By Shawn Basak

via Stanford Social Innovation Review

You’re rushing to work and desperate for a morning caffeine fix. You run through a mental inventory of options. There is a Starbucks at every block of your commute, your favorite independent coffee shop is a bit out of the way, or the convenience store in your office building.

How do you make your decision?

The startup eGood intends to sway your choice. A recent winner at the TechCrunch Disrupt SF conference, eGood is a new Foursquare-style mobile payment and merchant loyalty platform that gives consumers the option of contributing to a charity when they check out at a local retailer. The logic, according to a recent article by Rip Emerson, is to drive consumers toward retailers that donate to social causes. For Emerson, the purchase decision is clear when all else is equal: Consumers are likely going to go with the retailer that donates to charity over the one that doesn’t because, well, why wouldn’t they?

To read the full article, please follow the link to the Stanford Social Innovation Review.