June 20th, 2011
During my morning ritual of sipping coffee and going over the news, RSS, and social media feeds, I saw a post at The Digital Naturalist. It’s a profile on charity: water, an organization successful at generating buzz, getting people to donate, and then going out and securing clean water for communities in developing countries. It’s a simple concept, with a simple message, and it doesn’t hurt that its founder, Scott Harrison, used to be a promoter in NYC.
Tucker Walsh interviewed Mo Scarpelli, of charity: water, about the non profit’s messaging. For the non profits and NGO’s out there, I think the take-away is that charity: water emphasizes how important communications and social networking are to its mission. For instance, they have leveraged a new communication tool to become, they say, the first non profit with more than one million twitter followers. Tweeting can be much more effective, and is much less expensive, than direct mail–or even email.
I can’t definitively say that charity: water is leading the way, but it’s a good example. The organization has raised millions in a few short years, holds creative and well attended events, has made some excellent partnerships, and helps average people get involved through innovative fundraising models. Additionally, with the help of substantial private donations to cover operating costs, the organization can commit 100 percent of public donations toward direct services (building wells).
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