Impacc Goes Digital

By Till Wahnbaeck
October 31, 2021

We have long wondered how we can finance our new approach to development aid without advertising with big children’s eyes and begging letters and without decades of history and consequent brand awareness. This question is at the center of our project with BCG Digital Ventures, the digital subsidiary of the Boston Consulting Group, who have been supporting us as winners of their Social Venture Program 2021 since September. Actually, “support” is probably the wrong word: this team of almost a dozen experts in product development, market research, design, digital marketing, programming etc. etc. have made our problem their challenge at a breathtaking pace. I don’t think I’ve ever seen so much concentrated competence, energy, vision and pragmatism.

Interestingly, our approach has changed completely in the last few weeks: we started with the aim of making donations so engaging as to introduce a new generation of supporters to donating. We soon realised that this market is too crowded and the entry barriers are too high.
Instead, we have identified a niche in the market that we will now focus on: addressing companies rather than individuals, i.e. a “business to business” approach. The advantage: we not only ask for donations, but can also offer something in return – namely tailor-made support that fits the focus and goals of the company, higher employee loyalty through a more purpose-driven company mission, etc.. And the companies in turn can give their employees the opportunity to donate. So here too, implementation will soon begin – watch this space.

About Till Wahnbaeck

Till Wahnbaeck
Ex-CEO of Welthungerhilfe and private sector General Manager, champion of innovation. Till ran both for profit companies and a global NGO and has always strived to bridge the gap between the social and the private sector. As global CEO of Welthungerhilfe (a German food- and nutrition-security NGO with 2,500 staff in 40 countries and a budget of 250mio$), he championed innovation and impact. Previously, as Marketing, Sales and Innovation Director for consumer goods company, Procter & Gamble, he built innovation methods and processes to rejuvenate P&G’s global salon portfolio.

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