HP is giving away laptop and printer bundles as part of its HP’s Create Change program which is an example of "embedded giving." That's a buzz word coined by Lucy Bernholz to describe the common practice of building a philanthropic gift into another, unrelated, financial transaction. Embedded giving is easy for individuals to do, and probably gives them an added psychological boost to know that spending money on purchasing something is not just an act of commerce, it's an act of generosity. There are also is also a downside.
The idea here is that if you purchase an HP product, they'll donate 4% to one of seven charities, including the Red Cross. The social strategy includes the widget above that can be customized to show the charity and be shared on different social networking sites or blogs. They have created many social sharing opportunities, for example:
- Visit Create Change select a charity and share the widget with your network
- Visit the You Tube channel and share a video on How you will Create Change in FY10
- Become a fan of HP for Home to share your ideas
- Follow them on Twitter to receive Create Change and HP Direct updates
They also implemented a bloggers outreach campaign to do a product giveaway. They asked me to participate along with several colleagues.
Here's my contest. Leave a comment sharing your "Theory of Change". The phrase "theory of change" is something that readers from the philanthropic and non-profit world know well. It refers to a fairly new way of evaluating the effectiveness of projects by drawing out the underlying assumptions about how they lead to social change.
The way you do it is to start with the intervention - in this case - social media - and trace it backwards to your proposed social outcome, behavior change, or action as a result of communication. Here's a terrific example from Wildlife Direct.
So, you want to win a HP Computer and printer bundle? Write a theory of change for your project or organization's theory of change. You don't have to be a nonprofit, you can be an individual trying to do go in the world. Be sure that you fill in your email address in the comments. State your organization. The winner will be selected by an esteemed panel of social media and social change experts.