We’ve heard “doing good” can be good for business. But Chad Hickey, CEO of Givsly, is helping brands do more than “good,” but to align their values with consumers to drive growth and meaningful impact. And in just six years his company has directed over $2 million to nearly 500 nonprofits and likely made 8 out of 10 consumers happier!
On this last 2024 episode of Insider Interviews, I couldn't think of a better way to give back to YOU, my valued readers, listeners and watchers, than to have Chad share how Givsly helps companies weave their corporate values into traditional business activities—like events, marketing, and advertising -- and thrive. Because, he emphasizes,
“8 out of 10 consumers say, 'I will buy from a brand based on if they support me or shares the same values as me'. ...If brands aren’t paying attention to that, they’re losing out on business.”
I’m one of the 8: I met Chad during a 212NYC holiday party that added a Givsly style “giving back” layer — assembling comfort bags earmarked for the formerly incarcerated. It made my evening — and upped my appreciation for the organization, so I begged Chad to tell me more. So, listen to all his actionable insights, but here’s the topline:
Rethinking Events: Making Connections With Meaning
We’ve all done the industry happy hours with similar players and same conversations but Givsly will incorporate some way of giving back.
“We can merge the traditional world of dinners and concerts with what I think is a more advanced way of speaking to people based on who they are as a person and what they value as a human being, connecting in a deeper way as humans and not just businesspeople."
Marketing With Impact: Why Swag Is Out
The antidote to of a cabinet full of branded water bottles? Givsly’s “Season Without Swag” initiative, which allows brands to offer donations aligned with a client’s favorite causes. As Chad put it:
“It’s not just better for the planet —it’s a better way to use those dollars more efficiently, build relationships, and move people through the marketing funnel faster.”
Advertising That Performs—With Values
What about ads? Givsly brings values into advertising with interactive campaigns that let consumers engage while triggering donations to nonprofits. For example, a consumer might scan a QR code on a CTV ad and choose between two charities to support, providing valuable insights for brands. And there are many things to support. A la my previous episode in Season 1 with Sustainable Brands founder, KoAnn, who eschews "CSR" and speaks instead about "business opportunity" when tapping into values, Chad saya:
"We don't say 'purpose' and 'cause marketing' and all of those things. It's because it's too narrow. It's bigger than that. Values are something that is in everything that a brands does.
Chad emphasized the effectiveness of this approach:
"We firmly believe that we are on the tipping point of the phase of Values Media...and brands having to have value solutions that help them speak to that consumer based on not only what they want to buy, but what they care about is who they are."
Beyond Politics: Values That Resonate With Everyone
Not every value-based campaign has to be political, or polarizing, Chad reminded me. “Whether it’s sustainability or supporting cancer research, we help brands showcase what they care about in ways that connect to their customers—and their business goals”
The key, he says, is focusing on authenticity. “Values are embedded in everything brands do. It’s not about February is Black History Month or a one-time initiative—it’s about integrating these values year-round.”
May your upcoming year be filled with value, health, and a meeting of the minds. Coming in January? Conversations with Spectrum Reach, Lou Paskalis and more!
Key Moments:
02:50 - Transforming Events Into Value-Driven Experiences
06:10 - Replacing Swag With Sustainability