Ripple connects users to celebrity social causes

PROVIDENCE – Ripple, a new mobile charitable giving application that uses trending celebrity content to drive donations to celebrity-supported social causes and charities, launched this month, fresh off its appearance at the South by Southwest V2Venture competition.
According to David Osowa, Ripple’s chief marketing officer, two of Ripple’s team members attended the event held in Las Vegas in July and were able to give a “quick one-minute pitch” to more than 200 entrepreneurs.
“We got an overwhelmingly positive response,” he said.
In the end, Ripple was selected as an alternate presenter in the entertainment and content technologies category, giving them national exposure.
Miko Passananti, co-founder and CEO, said that participating in the event also introduced them to “other great startups,” as well as to venture capital firms, helping them make connections.
Ripple has four celebrity partners, basketball star Magic Johnson; Dave Navarro of Jane’s Addiction and Red Hot Chili Peppers fame; comedian, podcaster and radio personality Adam Carolla and Daymond John, founder of the FUBU clothing line, and guest on the Shark Tank television show.
Passananti explained that Ripple partners with celebrities interested in philanthropy that have various causes that they support. Magic Johnson, for example, has the Magic Johnson Foundation, which supports youth programs in urban areas, and Navarro is bringing awareness to domestic violence. He has a documentary on the issue, “Mourning Son.”
Through the app, users can become charitable donors without spending any money simply by using Ripple to view and share social content about their favorite celebrities, social causes and charities, he explained.
“Celebrities and fans are able to rally around terrific causes, without fans having to actually donate money,” Passananti said.

Osowa said that the content that comes from other celebrities (not yet affiliated with the company) is not tied directly to a charity.

“The great thing about it is that this content is a vehicle to drive a great user experience for our fans, which means that they will use the app more, and that will translate into donations to our partner charities in the end. The more our fans use our free app, the more money is raised,” he said.
Passananti said he got the idea for the app when he was on a treadmill watching music videos. From there, the idea for Ripple, and creating a Ripple effect, was born.
“It seemed to be a prudent name for the tactic that we’re taking,” Passananti said.
The free app is available from the iTunes store, and information also can be found on the Ripple website, www.ripplefund.com.
Passananti said Ripple’s plan is to be a “large part of the tech/media scene” in Providence.
The company generates revenue for the charity from the sponsorship and advertising dollars that brands pay to engage with consumers on the app. Brand advertising and sponsorship fees are allocated between Ripple and participating charities and those designated by celebrity contributors, according to the website.

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