Omnisend, the email and SMS marketing automation platform built for ecommerce businesses, is celebrating Earth Day by partnering with GiveNKind to reduce ecommerce waste. The new partnership encourages ecommerce brands to donate unused inventory to nonprofit organizations.
U.S. businesses interested in the program, whether once or on a recurring basis, can submit an application and work with GiveNKind to identify nonprofits in their own regions of operation. GiveNKind’s current roster of nonprofits, which totals 355, ranges from large entities with sites across the nation to small and locally based organizations.
Founded in Chicago by Emily Petway, GiveNKind serves as a broker between businesses with usable—but unsellable—products and charitable organizations that can use them. It has placed $3.7 million goods since October 2018.
She describes the organization as one that produces a win-win-win situation. It benefits individuals living in underserved communities who are in need, the nonprofits that assist them, and businesses with a surplus of goods that would otherwise be trashed.
“Nonprofits don’t have to go out and procure the goods themselves, warehouse them and worry about the logistics. They are just able to focus on their programs,” said Petway, the organization’s executive director. “For the ecommerce brand, it’s not only giving them that corporate social responsibility ‘good-feel’ and elevating their business in the eyes of the community, but it is helping them to remove items from their warehouses so they’re not paying the fee or having to dump it.”
Merchants are dumping a lot. According to a 2019 impact report from technology company Optoro, 5 billion pounds’ worth of returns populate U.S. landfills each year. With the pandemic shifting droves of shoppers online, especially during the 2020 holiday season, figures are anticipated to escalate.
“Consumers are increasingly expecting businesses to be part of the environmental solution,” said Rytis Lauris, CEO and co-founder of Omnisend. “Working directly with tens of thousands of ecommerce businesses, we are in a fortunate position to help bridge the gap between the business of ecommerce and environmental waste. This partnership is a perfect means for brands to turn their environmental consciousness into real action.”
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