Barkley will handle all aspects of PR and communications for Giving Tree, including traditional media relations, strategic planning, and social media, Jacobs said. He declined to name the other agencies involved in the RFP or the size of the account.
Giving Tree promotes "micro-philanthropy" by donating 10% of the value of a prepaid gift card to the charity of the recipient's choice. Jacobs said the company plans to increase its presence nationally, including possibly launching in a retail environment, and it needed a professional PR agency for support.
"We were impressed by [Barkley's] cause marketing experience," Jacobs said. "But most importantly, they really understood our vision of micro-philanthropy and how to launch on a national scale."
*A previous version of this article referred to Giving Tree as a nonprofit. PRWeek regrets the error.