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INSIGHTS / INTERVIEWS

Be Helpie: Fundraising designed for Gen Z

Spain · Nov 28, 2018· By Gareth Gardiner Jones

©Be Helpie

CEO of Pamplona-based startup Be Helpie, Miguel Pueyo, tells CompassList at the Madrid South Summit about revolutionizing fundraising by engaging teens and young adults

"Generation Z has, until now, been ignored by charitable organizations when collecting donations for benevolent causes because they do not respond to traditional fundraising models," said Be Helpie Co-Founder and CEO Miguel Pueyo. Be Helpie's app, he asserted, not only provides a third mode of fundraising – in addition to media campaigns and "chuggers," or street sign-ups, but is the only method of targeting teenagers that works. 

Established in September 2016, the startup specifically designed its content-providing app for teenagers and young adults, a demographic "where we wanted to have a social impact from day one, not after we became developed," said Pueyo. 

The former owner of a coworking center and a small publishing house, Pueyo said that the idea for Be Helpie came to him out of the blue one day, something "groundbreaking yet scaleable" – unlike his bricks-and-mortar businesses. That same day, he explained his idea to his two business partners and suggested closing shop. To his surprise, they agreed. After two months and with the initial €90,000 the trio raised, they produced a minimum viable product (MVP) of Be Helpie.  

Users of Be Helpie, an entertainment content app designed specifically for 16- to 25-year-olds, make payments to charities in order to participate in competitions tailored to their individual interests. Users will likely continue to donate via the app as long as it provides more content and competitions that are of interest to them. Be Helpie now works with two of Spain's biggest names in the charity sector: Real Madrid Foundation and La Caixa Foundation. 

Pueyo told Compasslist that it was really quite easy to get the support of NGOs because "they know that have a problem communicating, especially with the young." He noted that the traditional fundraising model, which tends to be "very wordy, not very visual and asking for help", simply does not resonate with the young.

“We don't ever ask our audience for help and we always use positive communication – not negative, about a subject which interests them,” he said. "The companies who approach us do so knowing we excel at communicating with Generation Z."

Edited by Celine Lim

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