Fifth Third Bank is known as “the curious bank,” but according to Meaghan Madges, new media and PR manager, it’s more than just a tagline.
“We really believe in finding unique ways of giving back and improving the lives of the communities that we serve,” Madges says.
One way Cincinnati’s regional bank is doing that is through its
Pay To The Order Of campaign.
“As part of the campaign, we asked the question, ‘Can a checking account help fight cancer?’ And the Pay To The Order Of campaign is really looking at how checking accounts can drive donations to cancer research,” Madges says.
The campaign launched in late January and extends through April 15. For each new customer who opens a checking account with direct deposit, then makes three online bill payments, Fifth Third will donate $150 dollars to the customer and $150 dollars to Stand Up To Cancer.
“People tend to really activate when there’s something in it for them as well,” Madges says. “So we’ve had customers come in and open accounts and actually ask that their $150 dollars also be donated to
Stand Up To Cancer, so there are those coming in saying, ‘I don’t want this,’ and ‘I want the full amount to go to SU2C.’”
The Pay To The Order Of campaign extends beyond the reach of new customers, though. It’s a way for anyone with access to social media to help fund SU2C researchers who work collaboratively to accelerate the process of finding cancer treatments.
“It’s really a way for everyone to get involved sharing their stories and how they’ve been impacted or how their loved ones were, so we’re also donating $1 to Stand Up 2 Cancer for each eligible use of the #PayToTheOrderOf hashtag on Facebook, Instagram, Twitter or Vine,” Madges says.
To date, Fifth Third has donated $722,471 dollars to SU2C.
Do Good:
• Support SU2C by
donating.
•
Apply for a Fifth Third checking account with direct deposit, and make three online bill payments by April 15 to participate in the Pay To The Order Of promotion.
• Engage in the Pay To The Order Of online promotion by
uploading a photo of the individual you're "standing up" for, or by using the #PayToTheOrderOf hashtag on Facebook, Twitter, Instagram or Vine. The online campaign runs through June 30.
By Brittany York
Brittany York is a professor of English composition at the University of Cincinnati and a project manager for Charitable Words. She also edits the For Good section of SoapboxMedia.
Enjoy this story?
Sign up for free solutions-based reporting in your inbox each week.