On Building Community Online: A 'Flip' Chat With Paull Young, Director of Digital, charity: water
July 31, 2012
(This video was recorded as part of our "Flip" chat series of conversations with thought leaders in the nonprofit and philanthropic sectors. You can check out other videos in the series here, including our previous chat with Helena Monteiro, executive director of the Worldwide Initiatives for Grantmaker Support.)
There are currently 800 million people living without the very thing most of us take for granted: safe, clean drinking water.
Founded by former nightclub promoter Scott Harrison, charity: water has helped bring that precious commodity to two million people in the developing world. How? For starters, it has perfected the art of collaborating with local partners who know the language and customs of the target population and have mastered the logistical challenges of working in local communities.
The New York City-based nonprofit is also brilliant at fundraising and, largely through innovative digital outreach efforts like its birthday campaign, has raised more than $60 million for water projects in the developing world since it was founded in 2006.
What explains charity: water's phenomenal success? According to the organization's director of digital, Paull Young, it boils down to the following:
- Be positive. Powerful stories with positive messages are more effective than stories that make people feel guilty.
- Don't ask for money. What works with direct mail often doesn't work online. Instead of making an ask every time you communicate with your donors and supporters, give people a chance to learn about the "cool stuff" your organization is up to.
- Give. Raise. Influence. Focus on building relationships with your donors and supporters that enable them to see how they can maximize their ability to give, fundraise, and influence others over a period of years.
- Do it wrong quickly.
- Help donors and supporters see their impact. People are more generous if they understand clearly how their money is being used.
Recently, I had a chance to chat with Young before he addressed a 501 Tech NYC event about the organization's birthday campaign, the metrics it uses to evaluate its online fundraising efforts, and a few of the fundraising lessons he and his colleagues have learned over the years.
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(Running time: 8 minutes, 8 seconds)
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-- Regina Mahone