Just yesterday, I was doing homework while my roommate had CNN on and I saw a commercial for a non-profit. There was a woman telling the story of a little girl in Africa who couldn’t go to school because she had to haul fresh water from far away to her family. The woman then asked for a donation as a number appeared at the bottom of the screen.
Today, per suggestion from my professor Tiffany Derville, I checked out charity: water’s Born in September campaign that involves those born in September asking for donations to charity: water instead of birthday gifts. The goal? Raise over $1 million to build wells in villages all over Ethiopia. After watching the introductory video, I was nearly brought to tears. I explored the Web site, which offers videos and a virtual map of where the organization has built wells. It made me wonder: do personal relationships help non-profit PR campaigns?
Of course, as a PR student, I have to say yes. However, charity: water founder Scott Harrison’s idea is on a whole new level. Don’t send money, give up your birthday presents and celebrations. Ask your friends to help you improve the water quality in Africa. Who could turn down giving a loved one the gift of helping save lives? Harrison offers people the chance to be volunteers and heroes by spreading the wealth through personal relationships and sacrifice of materialism.
Most of us have done some type of fundraising or another. Think back, who was it that helped the most? Was it the neighbors down the street, or your best friend’s mom, who bought more cookies, raffle tickets, or whatever you were selling to fundraise? It doesn’t matter what it’s for. As human beings, we care about our loved ones, and if a particular cause is most important to them, we’ll do what it takes to advance it because our personal relationships connect us more than any other kind.
Recently, a friend from middle school passed away. I donated to his sister’s non-profit in honor of him and his memory. Without the connection, I would likely never have found nor donated to her organization. It was its importance to him that made me want to help.
This method is genuine, compelling and a great way to enlist people while creating a strong network for a non-profit. Born in September shows the power of relationships in all of its glory: connect to save lives.
