10 from
ROUND UP
SMALL CHANGE MAKES A BIG DIFFERENCE
3027 website
Credit card charges are often in amounts other than whole numbers. Round-Up allows customers to round-up their purchases to the next shekel, via the credit card companies, and donate the extra agorot to their choice of charities.

Prior to the branding process, the simple and effective Round-Up method had served as the basis for its promotional messages. However, this practical focus on simplicity, efficiency, and small donations was unable to generate any real motivation among potential contributors.

We decided to redefine Round-Up and its role in order to enhance the charity’s effect on philanthropic circles in Israel. Within a year of launching the new brand, the charity’s members and monthly donations had both tripled.

The key to this change was the realization that Round-Up wasn’t simply a way to donate small change, but an amplifier for social change, as it enhances the power of each contributor to make a difference. We moved the focus of donator motivation from goodwill to an ability to influence their community.

The Concept: Social Money
Using language, conduct, and calls to action familiar from the world of social networks, the new Round-Up identity focuses on each person’s ability to influence, to be meaningful, double their power, and help create a better reality.

© 2015 FIRMA. THE BRANDHOUSE. ALL RIGHTS RESERVED