girls Posts

CHIME FOR CHANGE: Takeaways from a successful girls and women campaign

Picture2In the world of philanthropy, the conversation around girls and women continues to pick up steam. Recent articles by Bill Gates and the NoVo Foundation highlight the importance of empowering girls and women, and here at GlobalGiving we’ve seen a spike in corporate interest in the topic.

We’ve learned a lot from running campaigns on this topic, like the highly successful CHIME FOR CHANGE campaign, founded by Gucci and partners Salma Hayek Pinault & Beyonce Knowles-Carter. Here are five things that have made this cause marketing effort stand out.

 1. Relevant Theme                                     

When Gucci and its partners launched CHIME FOR CHANGE, there was a clear connection between the business and the campaign’s focus on education, health, and justice for girls and women. They chose to support a cause their customers and ambassadors can easily connect with and join, which increases any campaign’s chance for success.

Key Takeaway: It should go without saying that the cause a company decides to champion should be relevant to its business. Marketing an unfocused idea that leaves the public wondering “Why?”  can be a costly distraction that won’t do much to benefit your cause, so double and triple check that the focus is intuitive to your audience and relevant to your business.

2. Global Reach, Local Impact

When CHIME  first launched with Catapult, and subsequently partnered with GlobalGiving, Gucci and its partners were looking for locally-driven projects they could impact through the campaign. Focusing on their chosen themes of education, health, and justice for girls and women, we’re using our expertise in crowdfunding and international vetting to source local projects from around the world to be featured on the CHIME FOR CHANGE website. Through its efforts to date, the campaign has raised more than $7 million to fund more than 420 projects run by 144 nonprofit partners in 88 countries. 

Key Takeaway: It may seem daunting to go global and local at the same time — from reputational risk to tax law, there’s a lot to consider. Luckily, there are organizations that have expertise in navigating the international nonprofit sphere and measuring local impact. They do it so you don’t have to and so your company isn’t left behind in the race to be both global and local with giving.  

3. Share Stories of Impact

Telling stories has been central to the CHIME FOR CHANGE campaign. From Erin Helfert’s triumph in gaining a conviction in her rape case in Moroccan court to Razia Jaweed’s journey in learning to speak upwww.chimeforchange.org features stories of women who have been empowered to make changes in their lives and communities. Managing Editor Mariane Pearl explains: “Their stories are shaping a different story for mankind, a new narrative built from the heart and made of hope.”

Key Takeaway: With so many great causes around the world worth supporting, we all wish we could just say “Please help!” and that would be enough to mobilize the world. But let’s be honest: in the fight for the global consciousness, persistent humanitarian issues don’t have it easy. Using stories can help you draw emotional connections with your audience, making your cause feel more personal and real. For tips on how to tell a great story, visit http://stillmotionblog.com/storyfirst/.

4. Help Me Help You

On the CHIME website, users aren’t in danger of clicking themselves into a confused frenzy trying to figure out how they can be a part of the cause. The first thing you see on the homepage is a Take Action link that, when clicked, prompts you to either #CHIMEIN on Facebook or Twitter or donate to support a project. Powered by GlobalGiving’s API services, anyone can easily donate to featured projects such as “Help Young Women Rebuild Nepal” or “Healing for Sexual Violence Survivors in Colombia.”

Key Takeaway: “This story really hit home for me. How can I help?”  If there’s one question any cause marketing manager can expect from the public, it’s this. Just take a look at the comments section of this recent New York Times piece. Readers were touched by the compelling story of a mother separated from her son and wanted to know how to take action. Don’t make your audience do the heavy lifting. You’ve already inspired them to want to help your cause, so all that’s left is to give them an easy way to do it. 

5. Demand the Spotlight, and Keep it Alive

CHIME FOR CHANGE certainly didn’t waste time waiting for the spotlight to fall on their campaign. Team CHIME has been busy since the start using a variety of mediums to reach different target audiences.  Just last week it was announced that CHIME has partnered with Global Citizen to present the September 2015 Global Citizen Festival in Central Park.  As a result, a tremendous amount of attention is being paid to the issues surrounding girls and women worldwide. How do they do it?

  • Earning the support of leading celebrity women like co-founders Salma Hayek and Beyoncé Knowles-Carter.
  • Launching global events like the Sound of Change Live Concert Event, which featured performers like Florence and the Machine, Ellie Goulding and John Legend, and the upcoming Global Citizen Festival®
  • Features on the world stage at prestigious gatherings like TEDWomen and International Women’s Day.
  • Harnessing the power of technology to drive change by launching Twitter campaigns like #CHIMEHACK and recent #CHIMEHACK 2.

Key Takeaway: Build it and they will come…right? Not so much.  During a time when the public is constantly bombarded with information, commanding the attention of your audience is crucial. Take a leaf out of CHIME’s book by trying different modes of communication to reach a broader audience.

 

To donate to a project through CHIME FOR CHANGE or learn more about the campaign’s work with girls and women, visit: www.chimeforchange.org

If you need help with your cause marketing campaign give GlobalGiving a call at 877.605.2314 or visit us at: www.GlobaGiving.org/corporate-partners

The Safer World Fund Nears $1 Million Milestone to Educate and Empower Women in Afghanistan and Pakistan

The Safer World Fund

After the attacks of September 11, 2001, families and friends who lost loved ones created the Safer World Fund (formerly the philanthropic arm of Our Voices Together). Since 2008, the Safer World Fund has matched donations for projects providing youth and community development in the poorest areas of the world. The total amount raised from individuals, including the matching funds, has almost reached $1 million!

The Safer World Fund recognizes that educating women is one of the best ways to make lasting change in a community, especially one at risk. UNICEF’s Multiple Indicator Cluster Surveys report that educated women are more likely to educate and vaccinate their children, increase their incomes, and lift their families out of extreme poverty. Young people, especially young men, who battle with poverty, lack of education, and unemployment are most vulnerable to recruitment by terrorist groups. By educating girls and women, their families become more stable and thus decrease the risk of terrorist activity in their communities.

Read on to learn more about how Safer World Fund projects have been working in Afghanistan and Pakistan.

An AIL teacher and student

An AIL teacher and student

The Afghan Institute of Learning (AIL) operates accelerated learning centers all throughout Afghanistan, where women can take classes in many subjects, such as reading, writing, English, math, science, sewing, and even computers. Because of AIL’s widely available learning centers, women like Fariba, whose husband is working abroad, can seek help and education. Fariba’s husband mailed her a letter, but because she was illiterate, she could not read it. She took it to one of AIL’s learning centers, where many women were able to read the letter to her and assure her that her husband was safe and healthy. Fariba then decided to take her own literary classes, so she could correspond with her husband on her own. “This is such a big step for me,” she says, “and he was very happy to have a letter written by me.” AIL also supports medical clinics, mobile units, and community health workers in Afghanistan.

Sahar students picking paint for new school

Sahar students picking paint for new school

Sahar Education supports 12 schools in the northern Balkh province in Afghanistan, serving more than 28,000 girls. Before Sahar stepped in, the schools were in disrepair and teachers were undertrained. Now, curriculum is improving and computer literacy is a top priority. Recently, to celebrate the opening of a 13th school in Mazar-i-Sharif, students submitted artwork to decorate the new school. Fahima, a student at Gohar Kharton School, submitted her art because she wanted to make the new school “beautiful. War has torn our city apart and now we are rebuilding the Gohar Kharton Girls School.” “Sahar” means “dawn” in Dari, the most widely spoken language in Balkh province, and symbolizes that now is a new day for Afghan girls.

AAE student Anissa, left, and her daughter

AAE student Anissa, left, and her daughter

Aid Afghanistan for Education (AAE) runs 13 schools in 9 provinces across Afghanistan and can issue state-certified diplomas (allowing students to go on to university) because of an agreement with the government. After the age of 10, one is not allowed to re-enter the public school system, so older girls and women, who may have left school because of war or early marriage, have few options besides AAE. During the most recent graduation in Kabul, AAE celebrated Anissa, a 45-year-old mother of 9 children who have all grown up and gone on to law and medical schools. Once her children were old enough, Anissa decided she wanted to return to school herself and graduated from AAE in December. Now, she’s attending a private law university near Kabul. Anissa’s proud family attended her graduation. Her daughter said, “I am very emotional to see my mother continue her education. She has always been the center of our lives, helping us to move forward and achieve what we all have. I am very happy today.”

Marshall Direct Fund students

Marshall Direct Fund students

The Safer World Fund also supports projects in Pakistan, just a little to the east of Afghanistan. The Marshall Direct Fund provides vocational training to nearly 1,000 women in Pakistan and has helped them develop tools necessary to launch businesses, generate income, send their children to school, and lift themselves out of poverty. Education in Pakistan is crucial, not only for increasing human development but also because uneducated, impoverished youth are among the most vulnerable to be recruited by the Taliban, still semi-active in both Afghanistan and Pakistan.

DIL student Areej receiving an award

DIL student Areej receiving an award

Developments in Literacy (DIL) also works in Pakistan, in the north, to empower young girls with education. 1,500 students, including a young girl named Areej, attend DIL’s schools. Areej dreams of becoming a fashion designer, a goal supported by her parents and teachers at DIL. Before DIL, Areej attended overcrowded public schools, but now she has the opportunity to learn more quickly and follow her own path. “In that school, I didn’t have the opportunity or a chance to do something. Now, I feel confident and can present in front of my whole class.”

The Safer World Fund needs your support to reach $1 million in funding to provide alternatives to terrorism. Give today and get your donation matched for projects that support youth and community development. Pick the impact closest to your heart and provide alternatives to a lifetime of poverty and despair: http://www.globalgiving.org/leaderboards/safer-world-fund-2014/

This isn’t about Bristol Palin, but it is about teenage girls

“There are 600 million teenage girls living in poverty in the developing world. This project benefits girls in one of the world’s poorest countries: Uganda. The project addresses the prevalent inequalities created by subordination, early marriage, frequent pregnancy, abandonment, divorce, domestic violence, marginalization and exclusion through financial and social interventions. The effect is a higher standard of living for families, villages, and the entire country.”

The excerpt above is a summary of the need in Uganda addressed by one of the projects available for funding and  posted by BRAC on GlobalGiving. Last week BRAC was awarded the 2008 Conrad Hilton Humanitarian Prize.  The annual $1.5 million award honors a charitable or non-governmental organization that has made extraordinary contributions toward alleviating human suffering anywhere in the world.

Congratulations BRAC!

When i read this announcement last week i was reminded that  the 2006 winner – Women for Women International – is also a GG partner organization that works with women and girls in conflict areas.

And then I remembered that the 2005 winner was yet another member of the GG extended family – Partners In Health – who provides (among other things), reproductive health services to teenage girls in developing countries.

We adhere to the notion around here that you should surround  yourself by people/organizations you can learn from, and aspire to be like.  These are three great examples.

Girls Rock! (And so does the Nike Foundation)

This weekend the Nike Foundation, in partnership with the Novo Foundation, launched a powerful campaign aimed at increasing awareness of the power of investing in girls in developing countries: The Girl Effect. We are pleased to be supporting the “take action” part of this effort. I could write a long post, but this video makes the point exceptionally clearly:

[youtube]http://youtube.com/watch?v=WIvmE4_KMNw[/youtube]