Getting people to donate isn't easy. Some don't want to do it in the first place, and those on the fence or ready to contribute may be put off by a drawn-out donation process. But what if filling out a form and squinting at your credit card to input numbers wasn't necessary?
When fundraising organization Community Chest Singapore requested a new campaign, DDB Singapore hatched a simple, but smart plan to circumvent reluctant donors and their inner monologues. On a daily basis, 2.5 million Singaporean commuters tap their rechargeable EZ-Link cards at the beginning and end of their bus and train rides, debiting the cost of each journey. The agency leveraged this behavior for a cause, by outfitting metro station billboards with EZ-Link readers, encouraging travelers to donate $1 off their cards with the simple beep.