Engodsag.dk is a great initiative, that allows online shoppers to donate money whilst purchasing consumer goods. Or rather – companies donate money when consumers using a special programme buy their goods. Brilliant idea, and a solution that leaves only winners. Money is raised for charity, companies get good publicity, consumers do good without spending their own buck and engodsag.dk makes a little money too.

Alongside the guys from engodsag.dk, the seminar also featured Christian Stadil and Steen Hildebrandt, authors of ‘Company Karma’, a hot off the presses guide to corporate zen. They all had interesting things to say, and it struck me that much of what was said revolved around relationships.

Relationships between employees, between corporations and customers, between competing corporations and so on and so forth. Interesting stuff, especially seen from my perspective (being a geek when it comes to social software, and what not).

During the Q&A session, I asked engodsag.dk if they had ever considered the huge social potential in their user base. A ton of people have signed up and downloaded their app, and their all itching to do good. Why not empower them and provide them with a context within which they can share their views on sustainable business or charity or whatever (yeah, I’m thinking social software)?

The answer was pretty vague, unfortunately.

It seems online communties are a fad, and you run too great a risk (in terms of controlling communication) if you provide your users with a place to air their views, and besides – they require a ton of ressources.

Of course I whole heartedly disagree

Phenomena that have attracted 100s of millions of people can hardly be dismissed as fleeting, and when it comes to control, I think we all know that people talk, regardless of whether you join their conversation. The only difference is that if they converse in your context, you have a unique opportunity to talk to and with them. Finally, inviting users to share content withinyour setting, is not necessarily a overly time consuming task.

I’m being a bit black and white here, and I do apologize for that – it just pains me to see such great potential put to so little use. However, Jonathan from engodsag.dk did mention that they may soon be launching some sort of user driven innovation type initiative, so I for one will be looking forward to seeing what that might be.

Anyway, It was a very good seminar, and if engodsag.dk plan on releasing a mac compatible application I’ll be happy to use it, cause they really do good work.

UPDATE: Just got an email from Jonathan from engodsag.dk saying that a Mac app is in the making – looking forward to using it!