Oxfam Makes Giving Real with Catalogue Website
Buy a man a steak and he’ll eat for a day. Buy a man a cow and he’ll eat for a lifetime. At least that’s the philosophy held by Oxfam America, which just launched a catalogue website to help raise funds for needy communities around the world.
Launched just in time for Christmas, Oxfam America Unwrapped assigns a price to a particular need requested by one of Oxfam’s global offices like a cow, emergency training, educational materials, environmental or social activism, etc. Each purchase symbolizes that need, say a cow, and dispatches a personalized gift card to the buyer or a recipient of their choice, detailing all the benefits that a cow can bring to a particular community, and how the Unwrapped program works. Meanwhile, the money donated goes towards fulfilling a possibly cow-related need somewhere in the world.
According to Oxfam, some visiting do-gooders actually prefer to give the gift of crocodile over cows or camels. “We expected the conventionally cuter animals would appeal to gift buyers,” said Stephanie Kurzina, Oxfam America’s VP of fundraising in a statement. “But in our first month online, the crocodile is far ahead of other items in terms of page views. As we get deeper into the holiday season, whether they’re interested in cows or crocodiles, we hope people will continue to click through Oxfam America Unwrapped.” The “Plant 50 Trees” gift is the current best-seller.
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