Captain Cause, the startup that redirects its communication budget to a good cause

What if candy production costs, a substantial part of marketing budgets, funded social or environmental causes? This is the concept proposed by Captain Cause, a start-up created at the beginning of the year in particular by Frédéric Mazzella (founder of BlaBlaCar), after the international success of BlaBlaCar.

The startup aims to “create a new bridge between the business world and the associative world”🇧🇷 As ? Encouraging entrepreneurs to “redirect” all or part of their marketing and communication budget to charitable causes. “The company will offer and distribute a pre-funded donation to its employees or partners, so that each of them can donate it to the cause of their choice” explains Georges Basdevant, co-founder and CEO of the structure. “The company, which is a patron, selects from two to six causes that everyone can support, from the catalog of associative projects that we offer”🇧🇷 Currently, it comprises around fifty projects, including the areas of ecology, social assistance and health.

Redirect a billion euros over the next five years to causes

In order for the donation to finance a specific cause and whose follow-up is possible over time, the associations, all of which are of general interest, undertake to finance all or part of a specific project with the funds raised, for which the associations will have to communicate a follow-up of their progress to donors. Captain Cause intends to “redirect” 10 to 20% of marketing and HR budgets in the coming months, and already registers an average donation of 10,000 to 20,000 euros currently.

Captain Cause hopes that SMEs and ETIs, which are currently only 9% of companies that fund a cause, will give a more united meaning to their communication budget. However, they benefit from a tax credit of 60% of the value of the donation. To successfully redirect “1 billion euros in 5 years”, the startup reaches all regions of France, making it possible to choose local causes for regional branches of a company, for example. Even though Georges Basdevant recognizes that the Parisian region remains the majority at the moment as the origin of donor companies.

The startup finances its activity through a commission charged to the donor company. “We donate all donations to associations and then charge the company that makes the donation a commission of approximately 8% of that amount, which varies according to the size and complexity of the project. 🇧🇷

The new adventure of Frédéric Mazzella

Currently with a team of nine people, Captain Cause raised 3.5 million euros for its public launch last October, with funds from OneRagtime, MAIF Impact and Daphni.

Captain Cause is also Frédéric Mazzella’s new entrepreneurial adventure: the startup, of which he is president, offers, according to the co-founder, a concept that “the landscape lacked useful solutions for tomorrow”🇧🇷 After the worldwide success of BlaBlaCar, the latter became involved in this project as “logical continuation” of its previous success.

“We have already demonstrated with BlaBlaCar that it is precisely possible to combine commercial success and great impact, as with a community of 100 million carpool enthusiasts worldwide, BlaBlaCar saves more than 1.6 million tons of CO2 thanks to sharing car simple”, recalls Frédéric Mazzella. He also guarantees that “noble values” Where “impact” are a guarantee of solid and continuous growth, because “good attracts good” for a project.

So many reasons why the co-president of France Digitale offers a role that he describes as “operational advisor” to Captain Cause, plus a bit of management, operational and investment. “I want to put all my entrepreneurial experience at the service of the project” to advise the young startup team. In particular, opening your address book in order to “connecting its founders to the best partners I know”.

86% of employees willing to give away treats for donations

On the occasion of its launch, Captain Cause carried out, with the company Poll&Roll, a study on the perception of gifts (corporate gifts) by employees. Although the practice is very widespread among the latter, especially the youngest, it does not have the beneficial effect expected by the issuing companies: about 1 in 2 workers (48%) declare that these gifts are now kept in a drawer, or in the trash .

On the other hand, more than 8 in 10 (86%) say they are willing to give up these treats, at least occasionally, if their budgets are donated to a cause. Even higher among the younger generation, 92% of 18-34 year olds are willing to quit, including 59% permanently.

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