SPOTLIGHT CHARITY: charity:water

Sad statistics get really boring after a while.

Half the world lives on less than $2 day. There are 10 new cases of malaria every second.  One in 12 people in the world are malnourished. We hear truly jaw-dropping facts all the time yet few individuals are truly motivated to rally for a cause.

So how can someone make a real difference? Inefficient aid bureaucracies, ubiquitous corruption, and ineffective organizations make sure that every donated dollar gets farther away from making any real impact.

Charity needs a re-branding phase and get ready, it’s starting to take form. The leading pioneer (and recipient of my Spotlight Charity award):  charity:water, an organization that brings clean water to people in developing nations. Charity:water does one thing, and it does it well: it tells a story.

Why charity:water Rocks
1) 100% of every donated dollar directly funds water projects
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All administrative costs are already covered by a partnership with top donors (apparently known as “the well”). Every donated penny is directly outsourced to partnered programs that then build the pumps. Therefore, any donor’s qualms about overhead costs are straight-up bogus–you’ll have to come up with a new excuse not to donate.

2) They market like a successful business should.
Check out their website–it’s truly incredible and has some great visuals that get their message across:

They also have AMAZING videos.

New York Times columnist and personal hero, Nicholas Kristof went so far to say, “Any brand of toothpaste is peddled with far more sophistication than the life-saving work of aid groups.” And he’s right. One of the most significant problems of charities is an idea that a social mission absolves their organizations from managerial or marketing skills. It doesn’t!

3) They’re hip.
Charity:water utilizes social networking resources better than an emo high-schooler looking for new friends. The organization raised over $250,000 through the Twitter Twestival event and has well over a million Twitter followers. (In case you haven’t jumped on the Twitter bandwagon yet: that’s a lot of followers. To compare, the American Red Cross has around 26,000, or 2% of C:W).

5) They’re creative.
And not just in their graphic design. Check out their new community page that allows fans to run marathons, grow beards, and give up birthday presents to increase support for their organization. Their September birthday campaign raised over $1 million itself, providing clean water to more than 500,000 people.

4) Donors see the difference.
Every time charity:water funds a new well, the group takes photos and uploads them with GPS coordinates to a Google map so you can see your contribution at work.

Charity:water officially wins the inaugural *Berk Outstanding Achievement Award* for excellent marketing, efficient allocation of donor funds, and providing an effective solution to one of the world’s greatest public health crises. Congratulations to them.

And to readers: check out the SocialVibe banner to the right; watch a sponsor’s commercial and help support the C:W cause.  Any nominees for future award considerations?

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2 Responses to SPOTLIGHT CHARITY: charity:water

  1. I’m always happy to help a fellow SV member, especially when they support Charity: Water too.

    Good luck,
    Monk
    http://monkspoint.wordpress.com

  2. Akhila says:

    YES. I love charity:water precisely because of all the traits you mentioned. I wonder, though, why it has been so difficult for other NGOs to really put on such a professional image and ensure money goes directly to on the ground projects? Perhaps charity:water has been so lucky to gain incredible amounts of funding that they have enough resources to have such amazing marketing and tracking of all their well projects. It just makes me wonder how this success can be replicated by other NGOs.

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