Charitable Sector Veteran Peter McKinley Joins ihiveLIVE

An Innovative Solution to Charity Revenue Challenges

June 23rd, 2020

“I have been watching ihiveLIVE founders Albert Iannantuono and Guy Graveline build their great solution and am thrilled to have recently joined the team as Senior Advisor. As I do my work as a consultant I speak with many charities, and diversifying revenue streams is a frequent objective.”

– Peter McKinley

ihiveLIVE empowers charities to complement philanthropic donations through an ecommerce platform that automatically generates cash to support the all-important missions that these organizations fulfill. ihiveLIVE members shop online for everyday needs through the easy to use portal. Every transaction generates cashback for the member and for their favourite charity.

There are no fees, and no cost to members to join. Charities are partnering with ihiveLIVE to offer their stakeholders an additional way to provide support. For our registration guide please CLICK HERE.

CLICK HERE to begin the registration process for your charity today, or reach out directly to Peter at to learn why ihiveLIVE is the solution that is needed today!

About ihiveLIVE Inc.

ihiveLIVE is an online consumer portal designed for charitable giving.  Our vision is to generate revenue from every day online shopping and to share that revenue so that it can be used to help charities and non-profits meet their goals of helping others.

How to give charities

Knowing ‘Why’ You Donate Provides Guidance on ‘How’

Charitable giving can be a fascinating exercise. Take, for example, Charles (Chuck) Feeney, now age 87 and living in San Francisco, who made a US$7-million donation in December, 2016. It was a special gift because it was his last donation in completing his pledge to give away virtually everything he had – about US$8-billion in total. It’s taken more than 35 years to give it away. He and his wife kept $2-million to live on, and it was reported by The New York Times that there have been no “naming rights” accepted by Mr. Feeney, and most of his gifts were anonymous.

This type of story makes you wonder what makes Mr. Feeney tick. Why did he give this way? Fascinating. Inspiring. Google his name to read more about him.


When it comes to donating, it’s important to understand why you give. Charles Feeney certainly understood his why. When you understand the why it answers many other questions – the “Six W’s” – you may have about charitable giving: Who (which charities) should I donate to? What should I donate (cash, securities, or other assets)? Where should I donate from (my personal, corporate, trust or foundation pocket)? When should I donate (today, upon death or both)? How should I donate (with or without recognition) and how much should I give?

When it comes to understanding why you give, it’s helpful to consider the Seven Faces of Philanthropy (thanks to Russ Alan Prince and Karen Maru File who wrote a book by the same name). The seven faces really represent “donor personalities” – or why people may be motivated to give. In most cases, there’s more than one face of philanthropy that will apply to an individual. While there may be other reasons why people donate, these form the key reasons:

  1. Communitarians: For these folks, doing good for the community just makes sense. They focus on how to make their community a better place to work and live.
  2. The Devout: These are people who give for faith reasons. For them, it’s only right to share what they have been blessed to receive, and giving is a moral or spiritual imperative.
  3. Investors: These donors see giving as being good business. For these folks, there may be multiple purposes for donating: to help charities, gain tax relief and raise the profile of their businesses.
  4. Socialites: These people see charity as fun. They genuinely have a good time giving back. They often accomplish this through social events and look to use their social networks to help their favourite causes.
  5. Altruists. These folks give out of a sense of moral imperative. They believe that giving back is simply the right thing to do.
  6. Repayers. These donors give out of a sense of gratitude. Perhaps this is because they have received much from their community (geographic or social) or charities and want to return the favour.
  7. Dynasts. These folks give back because it’s a family tradition. They are accustomed to the importance of supporting charitable causes. It may even be a family expectation that they give back.


How do these faces of philanthropy help in answering the who, what, where, when and how of giving? Consider William’s story (a fictitious character I’ve based on a number of individuals I’ve met over the years). He’s a business owner who lives in a rural community and has experienced great success in his farm-equipment business. William is grateful for the way the community has supported him over the years, wants to give back to his community and also believes that giving back is good for his business. If you were to ask William about his faces of philanthropy, he’d say that he’s a Communitarian, Investor and Repayer.

When trying to figure out who should benefit from his gifts, he’s decided to donate to his community foundation since he wants his community to benefit from his gifts, and the community foundation can help him decide where to allocate his charitable dollars most effectively in the community.

Where should he give from? He wants his business to benefit from his giving, so he’s going to donate from his active business corporation. What will he give? Well, given that the company doesn’t own assets of note to donate, but rather has cash, the company will make cash donations. When should he give? Since William wants his company to benefit, there’s no point in waiting until he has passed away to donate, so he’s decided to give annually during his lifetime. As for how to give: William is making gifts with recognition so that his business benefits.

What faces of philanthropy would describe you? As we near year-end, allow your faces of philanthropy to guide your answers to who, what, where, when and how you give back. Next time, I’ll talk a little more about how much to give.

Tim Cestnick, FCPA, FCA, CPA(IL), CFP, TEP, is an author, and co-founder and CEO of Our Family Office Inc. He can be reached at

Give Consumers The Ads They Want

As advertising and ad measurement become more sophisticated, two things are certain: New technologies and channels are bombarding consumers with messaging, and consumers have become frustrated with advertising that they find irrelevant, disruptive and annoying.

The environment of increasing media channels (in-store smell is my new favorite), ad blockers, banner blindness, shorter attention spans and general mistrust of advertisers is tough for brands trying to get their messages to the right people. Tuning out the noise has become instinctual — even my two-year-old son has learned to “Skip Ad” in YouTube to get to his Daniel Tiger video faster. It doesn’t take a futurist to realize that we have to improve the way we advertise to consumers if our industry hopes to survive.

Fortunately, today’s technology, research and insights can help us understand consumers’ motivations and purchase behavior better than ever before and enable advertisers to give consumers what they really want: not less advertising, but better advertising. By leveraging the power of data, marketers have the power to create advertising experiences that are actually enjoyable for consumers, guiding them along their journeys to purchase.

When we put the consumer first — meaning we reach them at the right moment, with the right message and with a relevant product or service — they welcome the assistance of advertisers. That’s why I’m confident that in the future — consumer permission will be at the center of all effective advertising. Our audiences will recognize the value they can get out of advertising that is actually useful for them, so they will tell us what they’re interested in, how they want to be targeted and on what channels they’re best reached.

For example, Pinterest, an IRI partner, is already creating an environment where users ask to be advertised to. Promoted Pins show up in relevant searches and look just like regular Pins, except that advertisers pay to have them seen by more people. They don’t interrupt or distract Pinners but instead are summoned by the user looking to discover something new. Users don’t even consider Promoted Pins to be advertisements because they help users find the ideas and solutions they came to Pinterest for in the first place.

Published in Forbes (online) by Nishat Mehta
President, IRI Media Center of Excellence, improving the consumer experience through more relevant advertising.

Why It Is Time Fundraisers Embraced Lifestyle Giving

Bianca Mitchell, Partnerships Director at Savoo, explains what lifestyle giving is and why 2019 presents new opportunities for the fundraising channel.

Lifestyle giving has been gathering pace as an important fundraising channel year on year, quickly becoming a common term among many charities throughout the sector. The practice involves an act of giving made through existing payment habits. For us at Savoo, that’s every time a user shops and saves online, and at online booking platform ChariTable, that’s every time you book a restaurant.

This fundraising channel, which we see as still in its infancy, was the focus of two productive meetings which took place last year. During these meetings our group decided on a definition of what lifestyle giving is: “The act of giving to a cause through a behavioural action that raises money for charity through a third party, such as a product, service or platform.”

This definition aims to add clarity to this channel for the wider public and charities alike. The term ‘lifestyle’ aims to highlight the ease for the general public to incorporate charity into their existing lifestyle and behaviours. Why is this concept important? It’s crucial for charities to diversify their income stream in line with the changing landscape, the rise in millenial givers and digital donations.

This concept also provides an opportunity for third parties to incorporate lifestyle giving into their corporate fundraising model with a clearer understanding. Our role at Savoo was key in getting the lifestyle giving ball rolling.


Everyday habits of consumers are extremely powerful and amount to a huge impact when lots of people make these small changes, as leading mental health charity Mind said at the group meeting. It’s for this reason that we think lifestyle giving can be an incredibly reliable income stream, providing a low effort way of raising funds from a group of people that may not actively give to charity.

In fact, we see the potential for tapping into a brand new donor audience through the lifestyle giving avenue as huge. Some charities have been exploring this concept by running a lifestyle giving strategy alongside their existing fundraising channels, working digitally to bring in an entirely new donor pool.

Digital donors are typically younger, providing a vital way in for charities to establish a sense of ‘brand loyalty’ among a younger generation – crucial for the future of any charity. Effectively, the concept is a win-win for both parties. The donor can give in a way that suits them and without deviating from their original task, while charities can enjoy a steady stream of donations as well as gaining access to a wider audience.


We know lifestyle giving is an extremely useful tool for reaching out to a new donor base, but how can we encourage existing supporters to donate outside of their regular giving channels?
Will the rise in popularity of lifestyle giving risk other donation channels being cannibalised? The need to develop an easy-to-implement model that can encourage existing supporters to use it in addition to traditional fundraising methods rather than instead of is crucial.

One opinion raised at the group meeting was from a representative of personal development charity BIRD, who said that there is a concern that donors are becoming slightly fatigued by all the good causes who are trying to win their support. This is a concern that we think the charity industry needs to address as opposed to lifestyle giving suppliers – charities need to bear in mind how their time and money is spent and which channels have the potential to add the most value.

The progress of lifestyle giving in becoming a worthy fundraising channel in the last couple of years cannot be understated. Facebook, one of the biggest companies globally, has already implemented two charitable features – the donate button and a function allowing users to ask for charitable donations for a charity of their choice on their birthday – and this is only the beginning.

That said, there’s still a way to go until it becomes a part of everyday life. With unrestricted access to an engaged audience, charities themselves need to be championing this idea.


For the group, this year will be about helping charities sell into stakeholders and apply strategies within their organisations, as well as raising awareness among consumers and the wider public. We want lifestyle giving to become normal, with it one day becoming unusual for anyone to shop online without it.

In 2019 we plan to publish a best practice document that will help charities sell in and implement lifestyle giving internally. We also aim to increase the group’s online presence in the form of a website with helpful information, updated content and a directory of providers that fall under the lifestyle giving umbrella.

Want to help shape the future of lifestyle giving? Our group is made up of various individuals including charity representatives and companies driving donations via a form of lifestyle giving. Get in touch with me for more information.

Bianca Mitchell, Partnerships Director, Savoo

Guest Bloggers | 5 February 2019