Charity Marketing Gap

Scott Harrison, founder of charity:water, believes that charities severely underutilize sophisticated marketing and brand-building techniques commonly found in consumer products. Through his experience building charity:water into a $750M organization, he developed a framework for modernizing charitable giving.

Key Points:

• Traditional Charity Problems:

  • 42% of Americans distrust charities
  • 70% believe charities waste their money
  • Most use shame and guilt to drive donations
  • Lack transparency in how funds are used

• Innovation in Charitable Giving:

  • Created 100% model: separate bank accounts for overhead and projects
  • All public donations go directly to water projects
  • Overhead funded separately by private entrepreneurs/families
  • Built technology to track and show exactly where money goes
  • Pioneered geo-location of every completed project

• Brand Building Approach:

  • Model marketing after successful consumer brands:
    • Apple's beautiful design
    • Nike's inspirational storytelling
    • Virgin's sense of whimsy
  • Focus on inspiration rather than guilt
  • Use sophisticated photography and storytelling
  • Create high-end events and experiences
  • Leverage technology (VR, Bitcoin) for innovation

• Key Success Factors:

  • Transparency in all operations
  • Proof of impact through technology
  • Strong brand identity
  • Local leadership in project countries
  • Regular innovation in fundraising methods
  • Building long-term donor relationships

• Philosophy on Giving:

  • "The more you give, the more you give" - it's like a muscle
  • Saying yes to giving creates positive momentum
  • Fundraising should be fun, not obligation-driven
  • Focus on encouraging and inspiring rather than guilting donors