Charity Water's Club Events

A story about how Scott Harrison, founder of Charity Water, applies his club promoter background to create exceptional charity events.

"I was talking to Scott Harrison, founder of Charity Water. They put on amazing events - everything they do is exceptional. When he was starting, he heard a quote about how sad it is that charity is marketed with less design and style than the 73rd brand of toothpaste.

He decided early on to build an epic charity brand because he believed people would donate more with better marketing. As a former photographer, he takes epic photos and puts on incredible events. At their events, everything just flows perfectly.

I asked him what makes their events different. He said his wife Victoria has a phrase: 'All the magic is in the moments between the moments.' While they have the big spectacles - like 10,000 screens showing people from villages they're going to fund - they also focus on what happens between those big moments. While everyone else only puts energy into the main moments, they care about everything in between.

The difference is in the details - like thinking about the walkway between two rooms, not just what's in the rooms themselves. That's where people notice the extra care and think 'oh you didn't have to do that.'"