For two weeks, employees of the nonprofit Charity: Water baked cakes, donned climbing gear or tutus, got on stationary bikes, and undertook a range of other stunts—all with the goal of mimicking the efforts the group’s supporters have made in the past five years to attract donations from friends, relatives, and others to bring clean and safe drinking water to developing countries.
The charity captured those efforts as it created 250 videos to mark the organization’s fifth anniversary and send a personal thank-you to each of the 250 supporters.
The 250 people honored with thank-you videos were picked to represent the 250,000 people the charity estimates have helped it raise money. But instead of emphasizing those who gave the most, the charity focused on the people who showed the most creativity in spreading the word about the nonprofit and its mission.
In all, two dozen staff members produced 250 videos for two weeks. They spent hundreds of hours reading donor stories so they could put personal messages and details into each video. Volunteers edited the videos for the charity, which produced this piece summarizing the fun, edgy, and comical efforts:
The charity’s supporters were incredulous when they received the personalized messages, says Scott Harrison, the charity’s founder. Some even wept.
So far, Charity: Water has attracted 38,000 views on the organization’s thank-you video channel, which features all of the personalized videos. In the visual representation, below, Charity: Water shows what the recipients of the videos said about the thank-you approach: