The Mutual is a social platform that encourages charitable donations by providing incentives like exclusive deals and discounts at shops and restaurants. The New York startup calls its service the ‘Groupon For Good’ where customers pay a membership fee of $10 a month to access the ‘perks’. 80% of the monthly fee goes towards charity while the remaining amount covers the company’s administration and every-day operations.
The charities currently supported help with environmental causes. These not-for-profit organizations include: Carbonfund.org, Oceana, The Trust for Public Land, World Resources Institute and Center for Ecoliteracy.
So far, The Mutual has 38 individual members and has already donated $2,000 to its causes. Daniel Vallejo, co-founder of The Mutual, refers to the business model as ‘profitable activism.’ Both buyers and retailers can benefit from the deals while giving back to the environment.