Meet Africa Direct — Walking the Walk With Their Talk
Giving back to people is ingrained in every aspect of Africa Direct's business ethos, from product sourcing on up. So it was a natural fit when the company began using eBay Giving Works several years ago to donate a portion of their sale proceeds to nonprofits working in Africa. To date, they have raised thousands of dollars to assist nonprofits changing the lives of people in need.
Marketplace differentiation
Africa Direct has been selling African art, ethnic jewelry, and trade beads on eBay since 1997. When co-owner Elizabeth Bennett first heard about eBay Giving Works, she realized the impact it could have on her business as well as the world. "I think we're always looking for ways to differentiate ourselves as company and for me the cause marketing piece is important," she says. "It reflects who we are."
Developing customer loyalty
Ever since the company began using the program, customers have taken notice and their loyalty has deepened. "Customers tell us they are proud to do business with a company that walks their talk. That's a reason they buy from us," she explains.
Elizabeth regularly publicizes Africa Direct's use of eBay Giving Works to her customers via the company's own monthly enewsletters as well as in their eBay Stores newsletters. This helps reinforce Africa Direct's branding to the public as a company with a conscience, and has helped them place numerous articles in the media (of tremendous benefit in a Web 2.0 / search engine optimization world).
Walking the walk
A few eBay sellers have told Elizabeth they usually write checks to their favorite charities instead of supporting them with eBay Giving Works. Elizabeth's response? "By all means write the check. But, sellers should also do eBay Giving Works because they'll probably be able to write a bigger check. That way the buyer is partnering in the contribution, too — meaning there is more to give."
In 2007, Africa Direct received an eBay Community Hall of Fame Award in recognition for their unwavering commitment to making the world a better place through their eBay business. "Our staff is very involved in the decisions we make and the way we operate. They felt very proud and felt a real ownership when we came back from eBay Live and showed them the award," says Elizabeth.
Africa Direct
eBay ID: AfricaDirect
Status: PowerSeller
Products: African art work, trade beads, and ethnic jewelry
Business type: for-profit
Nonprofits supported: Heifer International, Aidchild, The Red Cross
Quirky fact: In 1994, Elizabeth and her partner Sara converted a used food panel van into a camper and traveled 15,000 miles through Africa with their children
Check out Africa Direct's eBay store at http://stores.ebay.com/Africa-Direct.
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