Amazon Smile Prime Day & Your Nonprofit Marketing Plan

Amazon Smile is a great program for any non profit marketing plan. Smile allows nonprofits to obtain funding from purchases their supporters make on Amazon. The AmazonSmile donation percent is small, roughly 0.5% of a purchaser’s cart, but it’s essentially free funding with minimal effort to set up.

As today is Amazon PRIME day, there will be a lot of activity and excitement for Amazon shoppers. It’s inevitable that Amazon themselves will be promoting their event, so make use of the excitement (and Amazon’s ad dollars) by requesting that your supporters assign you as their preferred charity in Amazon Smile. This is a stellar opportunity to market your nonprofit.

Below are the guidelines for program admission:

  • Organizations must be registered and in good standing with the IRS as a 501(c)(3) to be eligible to participate.
  • Organizations must be public charitable organizations (not private foundations) and may not be supporting organizations, unless identified specifically as a Type I, Type II, or functionally integrated Type III supporting organization.
  • Eligible charitable organizations must also be located in one of the 50 U.S. states or the District of Columbia.
  • Organizations that engage in, support, encourage, or promote intolerance, hate, terrorism, violence, money laundering, or other illegal activities are not eligible to participate. Amazon relies on the US Office of Foreign Assets Control and the Southern Poverty Law Center to determine which registered charities fall into these groups.
  • Charitable organizations must also adhere to the Amazon Smile Participation Agreement to maintain eligibility. Charitable organizations may choose not to participate in Amazon Smile at any time.
  • Although Amazon aims to include only charitable organizations that are in good standing and do not engage in any of the activities described above, we cannot guarantee the good standing and/or conduct of any charitable organization

Once you’ve determined your eligibility and set up your account, I suggest (1) writing up a guide for your followers on how to make use of the program, and (2) sharing it via email, Facebook, LinkedIn, and any other digital means you make use of. Here is a great example I saw this morning from Anny Havland of Talk It UP TV, a Washington State 501(c)(3):

As you can see here, Anny mentions Prime in her opening statement, which is a topic many of her fan-base/supporters are already gearing up for, and then succinctly requests that they make use of Smile for the charity she represents. The link description from Amazon in the post is a great help in describing the program, and Facebook’s layout for donations makes it very easy for a user to discern that this is a way they can support a cause.

As mentioned in Anny’s post above, Prime Day starts 7-10-17 at 9pm EST. Take this chance to drum up support and interest for your cause by including Smile in your nonprofit marketing plan! Get started on Amazon Smile or check out our services for nonprofits.

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