Consumers and employees alike value companies that create meaningful impacts, leading to increased demand for platforms that enable corporate engagement with social causes through innovative solutions. One such platform is the French startup Dift, which provides companies with the means to reward clients and employees with donations tailored to support chosen social and environmental causes, effectively bridging marketing efforts with impactful contributions.
Dift, initially known as Captain Cause, underwent a rebranding in 2024. The name “Dift” combines the French word “don” (donation) and “gift,” which the startup aims to popularize as a term for charitable giving. According to Georges Basdevant, cofounder and CEO of Dift, the company aspires to help individuals discover local causes that resonate with them, fostering happiness through giving. Basdevant encourages Chief Marketing Officers of forward-thinking brands to consider involving their customers in their impact initiatives, emphasizing the joy derived from contributing to community support.
Dift’s leadership includes Frédéric Mazzella, who also cofounded BlaBlaCar, a prominent European ridesharing company. Despite challenges, BlaBlaCar reached profitability in 2023, demonstrating Mazzella’s ability to navigate economic fluctuations. He is optimistic that Dift’s model will thrive, even during times of economic uncertainty, because the expectation for companies to align profit with purpose remains strong. Citing an Oney study, Mazzella notes that 90% of consumers expect brands to take meaningful actions.
In just three years, Dift has attracted significant customers, including Accor, Carrefour, Engie, and FDJ, and extended its influence beyond France. For instance, Accor incorporated Dift into its worldwide loyalty program, which boasts over 100 million members, allowing them to use points to support various social causes. Mehdi Hemici, Accor’s Chief Loyalty & E-commerce Officer, reported that since the program’s initiation, over €225,000 has been raised, merging sustainability with travel to redefine industry standards.
Dift’s approach generates business value by transforming impact into an aspect of emotional marketing, creating a bond between companies and their clients through shared purposes, according to Mazzella. The concept is gaining traction among financial institutions as well; Dift has distributed more than €10 million, recently partnering with BNP Paribas to expand charitable support integrated into financial products. Youri Siegel, Head of BNP Paribas Global Markets Sustainable Structuring, stated that the initiative aims to drive philanthropic engagement among investors, facilitating a positive impact through investment choices.
Dift embodies its mission-driven ethos while aligning with venture capital values. In 2022, the company secured a €3.5 million seed round from VC firm OneRagtime, in conjunction with investors such as MAIF Impact, Daphni, AFI Ventures, and VNV Global. Basdevant highlights that shared efforts in making a difference can unite people, as exemplified by companies like Patagonia.
This content was previously published on Fortune.com.
