4 March 2016

Shop and donate at the same time with Happi

Source: Happi. Screenshots above from the Happi iOS app: (left) shopping categories, (centre) a sample merchant offering, (right) partner categories.
Source: Happi. Screenshots above from the Happi iOS app: (left) shopping categories, (centre) a sample merchant offering, (right) partner categories.

Happi, a social enterprise startup, has launched its web and mobile applications (iOS and Android) in Singapore. The company has built a community that matches sponsors, merchants and members in targeted consumer segments. Sponsors receive market intelligence, merchants enjoy direct access to members for marketing, whereas members receive tailored promotions as well as discounts on products and services.

Transactions at Happi earn 'smiles' which drive donations to a cause chosen by the member. Specifically, Happi encourages member activity with prizes and tailored promotions. Members can log in, select deals they want to win or buy, and then take a five-question survey. The completed survey enables smiles to be earned, driving a donation to the member's charity of choice, and also downloads the coupon for the deal to the member's phone, and enters them in a lucky draw to win that item. As an added incentive, members who select 10 offerings from Happi's e-shop per month get another chance to win an item on their wishlist in what Happi calls a Random Act of Happiness. Members may also purchase smiles.

Brands fund Happi as sponsors. Happi generates income from generating consumer data: completed survey responses, focus group recruitment, targeted promotions as well as data from members with specific profiles. The 90 merchants which Happi currently works with, on the other hand, pay Happi a marketing fee for sales generated. Happi in turn donates to the Happi member's chosen cause from this fee.

Happi currently features 45 teams, clubs, charities, student groups and community groups which a member can choose to fund, which the company terms 'partners'. Each member designates a partner to contribute to. Happi pays the designated partner every time there is activity from that member: S$1 for the initial signup, then S$0.10 per smile, S$10,000 for each 50,000 smiles, and S$5 for every purchase made. The company estimates that if every 1,000 active members complete just one five-question survey per day, it can drive S$144,000 annually to each partner organisation. 

Greg Lipper, Happi's Founder and Chief Happiness Officer, said, “Happi is a platform for people helping people where each participant’s small acts lead to big impacts for any cause they’re passionate about. We are especially excited to launch in Singapore, where people are so busy that they find it challenging to support the causes and groups they care about. Happi now gives people a fast, easy, free, and rewarding way to give support to the group they care about. This is a great example of how social enterprises can create huge social benefit while also being sustainable without individual financial support, and at a very grassroots level.”

Rob Pierce, co-founder of Edible Garden City (EGC), which champions the practice of growing food in underutilised urban spaces like rooftops and sidewalks, is a Happi supporter. He said, "Our partnership has made it quick and easy for both new and existing EGC followers to drive funds towards our organisation, get special offers on great products, and potentially win those products in Happi's lucky draws and Random Acts of Happiness. We will use the money Happi gives us to improve our infrastructure at the Autism Resource Centre. In addition to financial support, Happi also provides EGC free publicity, facilitates corporate sponsorships, and supports our events. All of this helps us deliver on our vision to make Singapore an Edible Garden City." 

Yong Teck Meng, National Director of Habitat for Humanity Singapore, said,”Our partnership has enabled us to reach both new and existing Habitat supporters to raise awareness and funds in our endeavour to improve the quality of life for those from disadvantaged and marginalised backgrounds. Happi gives us a vehicle to teach people about the importance of action and to support our vision to have a world where everyone has a decent place to live.” 

CaptionCube, a social enterprise that provides captioning services to convert speech into text, is also an early adopter Happi partner. Lim Jingjie, co-founder of CaptionCube said, ”Happi is a great idea because it allows people to shop and browse through interesting new products and do good at the same time! We will use the money Happi gives us to subsidise the costs of captioning services for deaf/hard of hearing students in Institutes of Higher Learning. This helps us deliver on our vision to build a more inclusive and accessible learning environment."