Visa will donate 1 cent for every transaction to a social cause. The only thing that users have to do is specify where they would like their donations sent.

Implementation was 100% digital, with support from traditional media.

First, we invited people to think about the potential if Visa donated 1 cent for each transaction. Then we let them know that they could choose causes to receive those funds, and we wrapped up the initiative by promising a new solidarity campaign in 2019.

• Contribution to the advancement of the selected Sustainable Development

Goal

Inequality won’t be fixed by a single campaign in a single day. That’s why Visa is planning to run the same campaign every year from now on, reaching more and more people and getting more results.

• Business impact – sales, donations, site traffic

A 13% increase in the number of card users.

• Response rate

Thousands of people signed up for the program, and R$60 million in potential donations.

• Change in behaviour

Many people started preferring to pay with cards as opposed to cash, simply based on the fact that paying with a card would mean automatically donating to a cause..

• Consumer awareness

The campaign metrics were satisfactory for the first year in practice, and strongly suggest that future years will be even more successful.