Every click counts: Save 0%, save species

“Contribute Dh50, and save 0%,” reads a promotion on Groupon this month. It is a little unusual, but not the first time that voucher-fans are persuaded to contribute rather than gain on one of the world’s leading group-buying websites.

This time, the objective is to raise funds for the Emirates Wildlife Society in association with the WWF (EWS-WWF). The contributions made by ‘Groupies’ will be donated to the Marine Turtle Conservation Project and other conservation efforts in the Gulf region.

The initiative is carried out by Groupon Grassroots, or "the philanthropic arm" of Groupon as the organisation calls it.

"Groupon Grassroots helps local community and charitable organizations connect with enough people to achieve their fund-raising goals, including youth environmental education, mentoring programs for at-risk children and providing food for homeless families," said the website.

The EWS-WWF initiative is carried out worldwide, all at the same time, which is a unique event, said a Groupon Dubai representative. Furthermore, it is the first time that Groupon Middle East has extended its philanthropic arm to the UAE.

Participants can donate Dh50, Dh100, or Dh150. After the deal is purchased, the funds go directly to the cause; in this case the Marine Turtle Conservation Project.

"In the last 20 years, an estimated 30 per cent of species population has declined worldwide. Mammals, birds, amphibians, reptiles and fish are all vitally important to the biological diversity and sustainability of our planet.  EWS-WWF is driving critical research, education, awareness and conservation programs to preserve our natural environment and endangered species," explains Groupon.

Although this is the first Groupon Grassroot initiative in the UAE, the website knows a history of charitable initiatives. During the month of Ramadan 'iftar packages' could be purchased for the less fortunate in the UAE, and the group-buying website tied up with the World Food Program and aid programmes in the Philippines when parts of the country were flooded.

“The idea of a group-buying website is to get enough people together to do something. It is a social model, which was there from the beginning. We also have a corporate social responsibility, so we offer charity organisations to raise funds on our website,” said CEO Alexander Kappes earlier.

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