Virtue is an easy-to-set-up fundraising app for eCommerce brands on Shopify, WooCommerce, and Magento. It allows stores to donate to over 40,000 causes through sales and checkout donations.

Which causes can brands support through Virtue?

Brands using Virtue can choose from over 40,000 verified causes, including charities focused on wildlife, clean water, disaster relief, children’s welfare, human rights, and more.

Brands sharing a bold message this Black Friday🤍

Q: How are brands using Virtue during Black Friday 2024?

Brands like Omnes, Stanley, Colorush, Early Rider, and Secret Linen are running campaigns that combine discounts with donations to charities such as War Child UK, charity: water, Coral Gardeners, and Choose Love. Others, like dryrobe, are opting out of Black Friday altogether to encourage time outdoors.

Q: Why should brands run impact campaigns during BFCM?

Impact campaigns help brands stand out in a crowded market, build stronger customer loyalty, and make a positive difference. Shoppers are increasingly drawn to ethical and sustainable brands that align with their values.

Pledger
Sep 21
5 min read

How Brands Redefined Black Friday with a Strong Purpose-led Message

At Virtue we love this time of the year. It's busy, it's fun, but we love it most of all because we get to see tons of awesome brands opt in to make a bold statement by supporting meaningful causes and other creative alternatives to traditional heavy discounting.

During BFCM 2024, many brands on Virtue proved that sales season doesn’t have to be all about discounts—it can also drive impact. From dryrobe opting out to encourage time outdoors, to Omnes, Stanley, Colorush, Early Rider, and Secret Linen running Give Back Friday and other creative campaigns, brands are combining offers with charitable donations that support causes like War Child UK, charity: water, Coral Gardeners, and Choose Love. These inspiring initiatives show how purpose-led eCommerce can stand out, build loyalty, and make a real difference during the busiest shopping weekend of the year.

We put together some epic examples of how brands on Virtue are doing things differently during BFCM 2024....

dryrobe #GetOutside

This year one again dryrobe are inspiring us to get outside and enjoy nature by Opting out of BFCM all together.

Read their thought provoking message here.

Omnes

OMNES is a sustainable fashion brand committed to creating stylish, affordable clothing while minimizing environmental impact. Based in the UK, the company focuses on responsibly sourcing materials and ensuring ethical production processes. OMNES aims to make sustainable fashion more accessible and emphasizes transparency, eco-conscious design, and quality. Their collections feature versatile, trend-forward pieces designed to reduce waste and encourage thoughtful consumption.

Over Black Friday, Omnes ran a Give Back Friday Campaign on Virtue, combining a 30% store-wide discount with charitable donations to War Child UK, a humanitarian organization dedicated to supporting children affected by war and conflict. Additionally, they're encouraging their customers to add their own donations to their basket, as seen below.

Stanley

Founded in 1913, Stanley ensures your beverages stay exactly as you like them, no matter the adventure. Enjoy piping hot coffee on a chilly hike or ice-cold water that lasts all day at the beach. Their wide range of products goes beyond bottles, offering insulated tumblers, mugs, coolers, and even cookware.

For the last three years Stanley has worked with Virtue to give back to both the Woodland Trust as part of their UK/EU launch in 2022 and charity: water as part of Glow Week for 2023. This year during Black Friday Week they're returning with Glow Week 2024, donating 20% of all sales from their Glow range to charity:water via Virtue.

Colorush

Colorush is a sustainable fashion brand focused on providing high-quality, stylish clothing while supporting environmental causes. Known for its use of premium materials such as cashmere, the company offers a range of products, including sweaters, cardigans, and accessories.

Colorush integrates sustainability into its ethos and for Blue Friday 2024, donated 5% of every sale to Coral Gardeners via Virtue, emphasizing its commitment to ocean preservation.

Early Rider

Early Rider is a UK-based company that specializes in designing high-quality, lightweight, and innovative bikes for children, emphasizing adventure, independence, and skill development. Founded by Andy Loveland, the company originated with a mission to instill a love for exploration and outdoor activities in children, starting with bikes as the ideal tool for fostering confidence and mobility. The company is passionate about sustainability and creating products that inspire kids to engage with the natural world.

This Black Friday, they're running their "Black Rideday" campaign, encouraging their customers to enjoy the great outdoors instead of being inside. In tandem with their outdoors campaign, they're also donating from store sales to Virtue's Impact Partners. Their sales are helping remove plastic, plant trees and supply children in need with meals via Virtue.

Check out some other causes to donate to

Secret Linen

Founded by two sisters, Secret Linen is a British company specializing in high-quality, sustainable bed linens, including duvet covers, sheets, pillowcases, and towels. Their mission to promote comfort while being kind to the planet has qualified them for B-Corp certification through their ethical production and charitable giving.

This Black Friday, they're running their alternative on Give Back Friday, called Fab Friday. Whilst providing store-wide discounts, they're also donating £1 from ever order to Choose Love via Virtue. Choose Love initially started as a grassroots initiative to collect aid for refugees in Calais but has grown to support displaced people worldwide by addressing emergency needs such as search and rescue, medical care, and essential supplies.

FAQs

1. What is Virtue? Virtue is a fundraising app for eCommerce brands on Shopify, WooCommerce, and Magento. It lets stores donate to over 40,000 causes through sales and checkout donations.

2. How are brands using Virtue during Black Friday 2024? Brands like Omnes, Stanley, Colorush, Early Rider, and Secret Linen are combining discounts with charitable donations, while dryrobe chose to opt out entirely to encourage people to spend time outdoors.

3. What is Give Back Friday ? Give Back Friday is an alternative to traditional Black Friday sales. Instead of only offering discounts, brands use the weekend to donate part of their sales or run campaigns that support meaningful causes.

4. Why should brands run impact campaigns during BFCM? Impact campaigns help brands stand out, attract conscious consumers, build loyalty, and make a real social or environmental difference.

5. What causes can brands support through Virtue? Brands can choose from over 40,000 verified causes, including charities focused on children, wildlife, clean water, disaster relief, and human rights.

Inspired much?!

We surely are.

Happy selling with impact this awesome busy weekend to all brands with impact.

Virtue Team

Shopify, Magento, and WooCommerce, Ocean conservation

Support Causes from sales with store and checkout donations. Virtue is an easy to set up fundraising app for eCommerce brands built on Shopify, WooCommerce and Magento. Choose from over 40,000 Causes!