A new app called SwayDM is offering Knox County residents a way to support local businesses, contribute to community charities, and earn discounts—just by logging in and answering questions.
The concept behind the app is simple: Users earn SwayCash, which is a proprietary points system, by answering daily multiple choice questions.
“The idea is to make SwayDM something people want to open every day. If we have people checking in daily, that creates real value for the businesses on the app,” Derek Hawk, who is leading outreach efforts for the app said.
The questions come from local businesses looking to share information or stay top of mind with potential customers. In return, residents can redeem their SwayCash for local discounts, donate it to charities, or enter weekly sweepstakes for real prizes.
“The ultimate goal is to connect local consumers with local businesses,” Hawk said.
Local marketing ecosystem
At its core, SwayDM is a marketing tool that aims to shift the local advertising model. Instead of paying for clicks or impressions, businesses on SwayDM only pay when users actively engage—by answering a question tied to their brand or services.
SwayDM was created in response to a common problem faced by small businesses: traditional advertising options like local newspapers, Facebook, and Google have become either too expensive or ineffective for small budgets.
This model is especially powerful for small businesses that rely on repeat customers and word-of-mouth, like restaurants and retail stores.
“We saw an opportunity to create a local ecosystem—where attention is exchanged directly between businesses and their community,” Hawk said.
How does the SwayCash work?
SwayCash, the proprietary points system within SwayDM, is not real currency. For example, it can’t be withdrawn or deposited—but it functions like points in a loyalty program.
Members can currently use their SwayCash in three key ways: discounts at participating local businesses, donating to participating local charities, (which receive actual money backed by SwayDM or sponsoring businesses), and the weekly raffle for a $500 Visa gift card.
New features, such as mini-games and instant-win chances, are also being rolled out to keep the app engaging.
“In order for community members to give their attention to local businesses on the app, there has to be something useful and interesting to come back to everyday. That’s why we have the games, sweepstakes, and charities,” Hawk said.
Unlike branded loyalty apps tied to one store or restaurant, SwayDM is designed to work across many different types of local businesses—from coffee shops to HVAC services.
“No one wants 10 different loyalty apps for every business they visit. SwayDM makes it easier by putting everything in one place,” Hawk said.
Real charity and impact
One of SwayDM’s most unique features is its charity donation system.
Users can give their sway cash to local nonprofits, which receive real money in return.
So far, over 20 local organizations—including school booster clubs, mock trial fundraisers, United Way—are participating. In the current model, donations are funded up front by SwayDM.
Over time, the goal is for local businesses to fund charitable campaigns directly and gain visibility in the process.
“People become more charitable with SwayCash. When they are giving their SwayCash, they’re also giving their attention, and that is worth something to the business who is writing the check to the real charity. In many cases they’re already giving to local charities without anyone even noticing,” Hawk said.
“If we can create a system where the business can get the publicity that goes with the check writing, we can encourage even more charitable activity.”
The app’s growing popularity in Knox County is due in part to that convenience—and to the variety of ways residents can participate. Whether someone wants to win money, support a cause, or just learn something new about their community, SwayDM offers a low-effort, high-engagement experience. Sign-up today!
