AmazonSmile had a motto: Supporting your charity is easy.
But nonprofits locally and across the country will have to work harder to fundraise following news the donation program is ending Feb. 20, leaving some groups searching for ways to make up for anticipated fundraising losses.
AmazonSmile launched in 2013 as a way to make it easier for customers to support their favorite charities, with an estimated $400 million raised since its inception. Shoppers could choose from among a list of 1 million nonprofits to benefit, earning that organization 0.5% of a purchase at no added cost.
“However, after almost a decade, the program has not grown to create the impact that we had originally hoped,” an announcement on the mega e-commerce company’s website says. With so many eligible organizations the ability to have an impact was often spread too thin, Amazon said.
Tiphaine Untalan, marketing and admissions manager for the International School of Orange County, said while AmazonSmile fundraising didn’t make up a massive portion of its funds, employees put in a big effort communicating the contribution option.
“Amazon was so popular, it was part of our fundraising, for sure,” she said. “It came as a surprise, we put a lot of effort in advertising it. It was a very simple and effective way to raise funds.”
Funds from AmazonSmile that went to the French dual-immersion school based in Orange has made up about 5% to 10% of money it raises, Untalan said.
Staff members are already discussing ways to recoup the losses, such as trying to tap into fundraiser pizza nights that give a portion back to schools.
“Obviously, we are kind of sad about this news,” Untalan said.
The company’s announcement said AmazonSmile will continue to pursue and invest in other areas, such as providing access to computer science education for students in underserved communities and assisting communities impacted by natural disasters.
The brand, among the most profitable in the…
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