By Roger Grody
What’s on your bucket list? Climbing Mount Everest, playing golf with your favorite PGA pro, or cooking with a celebrity chef? These are the kinds of fantasies available for purchase at a unique online marketplace called IfOnly, which offers unique, modestly priced experiences in addition to life-changing adventures priced in the millions. Because a portion of the proceeds fund charitable causes, your real-life fantasies are actually helping others.
Founded in 2012 by tech entrepreneur Trevor Traina (currently the U.S. Ambassador to Austria), IfOnly is the kind of marketplace that could only exist through technology, but is rooted in an old-fashioned philanthropy. The platform collaborates with more than 250 nonprofits and charitable organizations, from Ronald McDonald House to the American Red Cross, Farm Aid to Share Our Strength. Adventures range from the arts (e.g. a personalized tour of the Art Institute of Chicago) to adrenaline rushes (e.g. racing a Lamborghini), and represent all price points.
IfOnly’s Vice President of Marketing & Growth Katelyn Watson reports, “We first gained traction with celebrities discovering these experiences were a great way to build a deeper connection with their fan base while supporting charities dear to them,” and notes it expanded from there. “Those interested in backstage passes to a Shania Twain concert ($2,500, supporting the singer’s own foundation) are the same people looking for something really cool to do over the weekend,” says Watson.
She cites baking macarons with a French pastry chef ($95), a private tour of a Frank Lloyd Wright landmark ($25) or getting up-close and personal with an endangered red panda at the San Francisco Zoo ($325) as affordable adventures. “Most of the experiences on IfOnly are impossible to find anywhere else, because we curate them personally with the talent or luminaries involved,” says Watson. Recently offered were exclusive World Cup watching parties — $3,250 netting chauffeur service, a pair of Pantofola d’Oro Italian leather soccer shoes and the company of British soccer legend Kevin Keegan — with donations benefitting the James Beard Foundation.
At least 5 percent of the price for an experience goes to the designated charity, but Watson reports many celebrities donate 100 percent and that the average contribution is almost 50 percent, with a small amount retained by IfOnly for administrative and marketing costs. The San Francisco-based organization is currently active in seven major U.S. markets, but expansion to hundreds of cities internationally is planned. The ability to offer experiences at travel destinations favored by their customers is envisioned as IfOnly’s natural evolution.
The concept is particularly popular with millennials, says Watson, who explains, “They’re not used to traditional means of giving and tend to focus their time and money on unique experiences,” but adds, “They also like to give something back.” IfOnly has limitless applications in the corporate world, for teambuilding adventures, employee retention and gift programs, suggests Watson.
IfOnly’s partners are pleased with their participation. “We were looking to reach potential millennial donors through new technology and digital experiences, which made IfOnly an ideal partner,” reports Maia Raposo, communications and marketing director of Waterkeeper Alliance, a nonprofit dedicated to preserving clean, drinkable water. “We’ve collaborated on social media initiatives, media outreach, and other marketing opportunities, helping us to get our brand recognized by a wide audience,” she adds.
www.ifonly.com
Olivela, a luxury merchandise platform, allows consumers to indulge their excesses while making the world a better place.
Typically, shopping at fancy designer boutiques and contributing to the welfare of the world’s most vulnerable or neglected people are at opposite ends of the spectrum of human behavior. But the website Olivela allows customers to shop for luxury fashion and beauty products, knowing that a portion of all proceeds goes to designated charities.
“Our reason for being is the good we’re able to do,” says founder and CEO Stacey Boyd, who previously founded Schoola, a second-hand clothing site that raises money for schools. “The way we were able to scale Schoola, from an initial five schools to more than 35,000 today,” was a model for Olivela, she reports. Her inspiration for the concept, however, was a visit to a refugee camp in Kenya where she met young Malala Yousafzai, who won the Nobel Peace Prize for her advocacy of education for girls and young women in developing nations. “I reached into my handbag for my cellphone to take a photo and realized that the cost of that bag could send a girl to school,” recounts Boyd.
After launching last year with 12 brands, Olivela now offers more than 200 luxury brands — iconic labels like Givenchy, Jimmy Choo, Prada, Valentino, and Burberry — and a portion of every purchase goes to one of the company’s affiliated charities. Olivela’s giving is focused on the Malala Fund, CARE and Too Young to Wed, all committed to ensuring that girls at risk of child marriage stay in school.
Boyd is pleased to see more companies asking themselves how they can contribute to urgent social causes without compromising their commercial success, and cites the example of Toms shoes, which donates a portion of profits to improve lives around the globe. “There’s an opportunity through commerce to do an amazing amount of good in the world,” says the entrepreneur, who genuinely believes in the power of giving. Olivela may, in fact, prove to be a model for a diverse range of ventures, whether Internet-based or brick-and-mortar.
Every piece of merchandise on Olivela is listed with the actual impact its purchase can affect, such as the 28 days of school funded by a $995 Ferragamo wallet. The shopper can learn which organization each purchase is funding, the nation the donations will be sent to and even the specific girl being assisted. “You’ll know, for instance, that you’re helping a 15-year-old Syrian refugee named Joury and will receive notice of her first day of school and see her report card,” explains Boyd. By allowing customers to monitor the progress of the individuals whose lives are changed by their purchases, a culture of accountability and connectivity is created.
“Educating one girl can help transform an entire village,” suggests Boyd, who insists education not only keeps young girls out of unwanted wedlock but helps them and their families overcome poverty. “When a customer is wearing a beautiful necklace she purchased from Olivela, she’ll be reminded of the impact it’s having on the life of a young girl, her family and community,” says Boyd.
Photos courtesy of Matthew Alland – Schoola
This originally appeared in Unique Homes Ultimate Issue 2018