ADUP
Scroll. Donate. Social impact without spending a shekel
ADUP is an innovative cross-sector venture that connects the advertising industry with the social world, opening a strategic window of opportunity for advertisers on one side and social organisations on the other.
It is no secret that third-sector organisations are in urgent need of an innovative engine of economic growth that does not depend on financial donors. ADUP was founded on exactly that premise, with a large vision: to change the culture of giving in Israel. Two entrepreneurs from the worlds of digital and advertising, working entirely as volunteers, set out to develop a unique app that lets anyone donate and create social impact without spending money of their own.
The app lets users accumulate money by watching marketing videos, and donate what builds up in their virtual wallet to the social organisations closest to their hearts. Beyond the app itself, an innovative tool will let users accumulate money while browsing content sites and viewing advertisements.
What ADUP brings creates a natural and productive connection, integrating advertising with the social world in a way that has not been done in Israel until now. Research shows that the wider public is becoming more socially and environmentally minded, which pushes brands to take steps in their advertising and public image and to make them a meaningful part of their strategy. Indeed, the largest advertising agencies in Israel have already expressed interest in collaborating, and more than 100 social organisations and nonprofits want to take part.