During our Managerial Excellence Masterclass, we had the honor of welcoming Georges Basdevant, co-founder and president of Captain Cause, a participatory philanthropy platform that is revolutionizing how companies encourage the engagement of their employees and clients. In less than two years, Captain Cause has already enabled over 230 companies to redistribute 10 million euros to associations, via its flagship product, the DIFT. A technological and solidarity-based innovation that redefines corporate gifting.
DIFT: A new model for committed gifts
At a time when Corporate Social Responsibility (CSR) issues are becoming essential, Georges Basdevant presented the DIFT to us as a modern and responsible answer to traditional corporate gifts. Gone are the goodies manufactured on the other side of the world or purely transactional promotional codes. With DIFT, companies offer their employees and clients the opportunity to distribute donations to charitable causes, while actively participating in high-impact projects.
“DIFT allows us to give more meaning to rewards and to give gifts that deeply resonate, in line with each person’s personal values,” explained Georges Basdevant. This approach strengthens the emotional ties between the company and its stakeholders, while giving each beneficiary real power to act.
Individual and collective commitment at the heart of motivation
One of the key takeaways from this Masterclass is DIFT’s ability to combine individual engagement and collective motivation. As Georges explained, the challenge for companies often lies in finding mechanisms that combine these two dimensions. DIFT offers this flexibility by allowing each employee or client to choose the cause they care about while integrating into collective challenges.
In an increasingly competitive environment, companies can no longer rely solely on purely transactional mechanisms. DIFT, by giving meaning to rewards, motivates not only top performers but also those who seek to find meaning in their work beyond mere economic results. As Georges emphasizes: “Committing to a cause means fighting for something greater than oneself.”
An alternative to elitist challenges
Georges also shared an observation that resonates with many companies: elitist challenges can sometimes prove counterproductive. Sending top performers to Marrakech or rewarding them with exclusive gifts can demotivate the rest of the teams, sometimes leading to a drop in productivity among those who never achieve these rewards. DIFT, on the other hand, allows for the creation of a more inclusive engagement, where everyone, regardless of their performance, can contribute to a project they care about.
This approach allows companies to maintain a high level of motivation while encouraging collective solidarity. Georges shared the example of BNP Paribas, which, through a project in partnership with Les Petits Frères des Pauvres, succeeded in mobilizing its teams around solidarity challenges, while maintaining ambitious commercial objectives.
A model of participatory patronage that is becoming more democratic
One of the great strengths of participatory philanthropy, as proposed by Captain Cause, is to democratize how companies allocate their CSR funds. Traditionally, philanthropy budgets were often decided by a few executives or CSR directors. With DIFT, this decision-making power is transferred to employees, who choose the causes they wish to support.
Georges emphasized that this approach is not only more engaging for employees but also better addresses the expectations of younger generations, who are particularly keen to work for responsible companies. “Today, one in two young graduates chooses their company based on its commitment to ecological and social transition,” he reminded us.
The future of patronage: between impact and simplicity
To conclude, Georges discussed the future trends of participatory philanthropy. While some companies are already exploring the use of cryptocurrencies to support solidarity projects, Captain Cause is focusing on a more accessible and simple approach, without compromising on impact. “Our goal is to build a model of trust, by remaining close to the needs of the general public,” he explained. By partnering with recognized figures in the CSR sector and rigorous selection organizations, Captain Cause ensures the reliability and transparency of donations.
Committed to making a lasting impact
The Masterclass with Georges Basdevant reminded us that solidarity engagement is a powerful lever for transforming employee motivation and strengthening team cohesion. With solutions like DIFT, companies can not only reward their talents more meaningfully but also contribute to lasting social impact. Participatory philanthropy then becomes a true strategic asset, aligning individual interests with collective goals.
Don’t miss the next Masterclass!