My 5 Fact Pitch to Save the Children

It’s the first of April, and I’m standing in a dimly lit room with a bright projector light blinding me. In front of me, some high ranking officials who came to hear me speak. This is no April’s Fools joke: this was my presentation to Save the Children USA’s Global HQ.

Save the Children's USA HQ (pic by Madge Canning)

After an hour of Keynote slides, graphs, and videos I was pleased to see that my presentation was well received. Lots of nodding heads. But I needed one more thing. I need to drive the message home. It was time to unleash what I called the secret weapon.

I went to my laptop, loaded up YouTube, and played one last video. This time the video wasn’t filmed in some rural village, it didn’t have fancy editing, and it didn’t have nice background music. It was filmed in the parking lot – just before I stepped into the room.

Yes, I too am mind boggled how my videos could be seen more than any video of her. Do charities need celebrities?

Within the brief time I was giving this presentation, not only did people leave comments – but many people made video responses which I was able to play for staff right then and there. The message of each video was the same: let’s team up and do more projects.

Finally, to hit the last nail, I compared the views of this video to Save the Children’s slickly edited video staring America Ferrera on location in Mali. In less than a couple of hours, this video had more views than America Ferrera had got in over a couple of weeks.

“If this is what I can do for you in your parking lot, imagine what I can do for you in the field”. This, in essence, was my pitch to Save the Children. In fact, it’s my pitch to any charity. It’s not complicated, it’s not bureaucratic, it’s simple. Here are the facts:

  • Fact 1: Any charity that uses donations for PR, outreach, or social media needs to justify that it’s spending it wisely for maximum impact.
  • Fact 2: To date, all the various branches of Save the Children, are spending millions of dollars (from your donations) and hiring hundreds of staff to raise awareness on YouTube, Twitter, and elsewhere in “social media”.
  • Fact 3: Part of these millions of dollars goes to sending videographers, bloggers, and other PR personnel around the world. Including personnel video blogging from the World Cup in South Africa.
  • Fact 4: Despite this, the online reach of all those efforts combined is still less than the online reach of this project. This project is the #1 “social media” source about Save the Children.
  • Fact 5: For less than the cost of hiring me, Save the Children can team up with me as a “free agent” again and continue to have access to the reach of this project backed by one very awesome community.

Click for full size: A chart I showed at my presentation showing total YouTube views generated. Blue is Save the Children USA efforts (under 200k views) and Red is globally funded efforts (under 1 million views). Orange is me (over 2.1 million views). Identical trends exist on Twitter.

Despite this, in over a year of discussions, there still isn’t a concrete plan to team up with them in the developing world again.

This has been described as “Not Invented Here” syndrome. Beth Kanter might call it a “fortress” mentality. But the end result is that charities like Save the Children overspend on social media and reach far less people than they could by collaborating with free agents.

Connecting Communities

A big hit on the ground & online for Save the Children. But I had to beg and borrow to get there and film the conclusion.

If you’re familiar with this project, you probably are familiar with the water project I completed with Save the Children. The video of that got over 100,000 views - that’s far more views than any official Save the Children video has ever got online.

Despite that, during the conclusion of that project, I had to find my own funds to go to the village to film it. Save the Children would not even support the creation of that video by letting me hitch a ride with them from the city to the village.

Bonus Fact 1: As more charities become more like “Networked Non-Profits”, charities that are “fortresses” or have “Not Invented Here” syndrome are either going to have to evolve or make way for better charities.

Bonus Fact 2: I wouldn’t be trying so hard if I didn’t think Save the Children was a charity worth supporting. And part of this comes from the fact that I’ve seen how they conduct themselves on the ground.

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  • Elena

    It constantly blows my mind that you have such a hard time trying to work with charities. Do they just ignore the numbers and the work you’ve already done out in the field? I hope charities smarten up (sooner rather than later) and realizes what a benefit you, and other free agents like you, can be. DFTBA!

  • Elena

    It constantly blows my mind that you have such a hard time trying to work with charities. Do they just ignore the numbers and the work you’ve already done out in the field? I hope charities smarten up (sooner rather than later) and realizes what a benefit you, and other free agents like you, can be. DFTBA!

  • Jennifer

    Have you considered that aid veterans might find your pitch off-putting? Certainly you have superlative numbers to back yourself up, but you often question why big organizations don’t want to work with you, implying that their leaders are making a big mistake in not hiring or associating with you. Veterans have egos you know, and they might feel you’re giving their organizations black eyes when you adopt the stance that they are flawed because they won’t hire you. Imagine if a jobseeker needled Apple or Viacom in such a way. That person might not get his or her foot in the door either. Have you considered marketing yourself as a consultant to big non profits struggling to launch social media efforts or to companies that want to act as good corporate citizens? Then you might not be regarded (unfairly or not) as an interloper.

  • Jennifer

    Have you considered that aid veterans might find your pitch off-putting? Certainly you have superlative numbers to back yourself up, but you often question why big organizations don’t want to work with you, implying that their leaders are making a big mistake in not hiring or associating with you. Veterans have egos you know, and they might feel you’re giving their organizations black eyes when you adopt the stance that they are flawed because they won’t hire you. Imagine if a jobseeker needled Apple or Viacom in such a way. That person might not get his or her foot in the door either. Have you considered marketing yourself as a consultant to big non profits struggling to launch social media efforts or to companies that want to act as good corporate citizens? Then you might not be regarded (unfairly or not) as an interloper.

  • http://uncultured.com Shawn

    @Jennifer – Are you suggesting the only way I can help a charity is if I’m an employee?

    Also, for the record, I didn’t say I wasn’t offered a job. Though I turn them down because I’m not looking for a job.The point of showing these “superlative” numbers is to show that sometimes a charity can be helped more by outsiders than insiders.

    I strongly encourage you to read Beth Kanter’s book “The Networked Non-Profit” or previous posts on this blog talking about the concept of “free agents”.

    The idea that you need to be within the charity to help the charity is an outdated and counterproductive notion. And I’m glad I’m not the leading expert saying that.

    Read Beth’s book, read up on networked non-profits, read up on free agents, and then get back to me.

  • http://uncultured.com Shawn

    @Jennifer – Are you suggesting the only way I can help a charity is if I’m an employee?

    Also, for the record, I didn’t say I wasn’t offered a job. Though I turn them down because I’m not looking for a job.The point of showing these “superlative” numbers is to show that sometimes a charity can be helped more by outsiders than insiders.

    I strongly encourage you to read Beth Kanter’s book “The Networked Non-Profit” or previous posts on this blog talking about the concept of “free agents”.

    The idea that you need to be within the charity to help the charity is an outdated and counterproductive notion. And I’m glad I’m not the leading expert saying that.

    Read Beth’s book, read up on networked non-profits, read up on free agents, and then get back to me.

  • Ute

    I really don’t know how much more of a no brainer you can make this for the charity.

    The sentence above is what I posted as a twitter comment to Shawn. I have been following his work for a good two years now and I am hoping that he can go back to doing what he does best, soon.

  • Ute

    I really don’t know how much more of a no brainer you can make this for the charity.

    The sentence above is what I posted as a twitter comment to Shawn. I have been following his work for a good two years now and I am hoping that he can go back to doing what he does best, soon.

  • Jennifer

    Shawn, the entire market, not just the nonprofit sector, is being transformed into a mecca for free agents. Private enterprise and even government, a notoriously slow reactor, have been shifting away from employee-based work for years. My use of the term consultant is clearly a nod in that direction. But attitude is important too. People who are part of the “old way” don’t particularly like being told that their methods are outdated. There are positive ways to communicate that point, and given that consultants or “free agents” always need to drum up business, one’s approach is key. I would not be surprised though, and your experience bears it out, that since the nonprofit sector is not market driven, that they would be slow to adjust to this reality. And that’s sad, because then more of their money could be spent on services and not bureaucracy. I seem to have angered you, but I find your work inspiring and wonder if slight adjustments in your approach might net you the results you seek.

  • Jennifer

    Shawn, the entire market, not just the nonprofit sector, is being transformed into a mecca for free agents. Private enterprise and even government, a notoriously slow reactor, have been shifting away from employee-based work for years. My use of the term consultant is clearly a nod in that direction. But attitude is important too. People who are part of the “old way” don’t particularly like being told that their methods are outdated. There are positive ways to communicate that point, and given that consultants or “free agents” always need to drum up business, one’s approach is key. I would not be surprised though, and your experience bears it out, that since the nonprofit sector is not market driven, that they would be slow to adjust to this reality. And that’s sad, because then more of their money could be spent on services and not bureaucracy. I seem to have angered you, but I find your work inspiring and wonder if slight adjustments in your approach might net you the results you seek.

  • http://uncultured.com Shawn

    @Jennifer – No anger here! :) I just feel that Beth’s has written THE book every charity NEEDS to read. Without that background on free agents and network non-profits, it’s completely expected my approach might seem like fishing for a job when it’s not at all.

    I think you’re using words like “aid veterans” and “old way” as ways to sugarcoat attitudes of an entrenched fortress. I’m not saying Save the Children is that entrenched fortress. But they’re spending money – money that’s not giving them the results it could.

    I’m seeing the numbers, the public sees the numbers, and those supporting this project see the numbers. How can I phrase this in a way that keeps the “aid veterans” happy?

    I have a good friend and mentor within the aid community (and even has a few contacts at Save the Children). He says that charities sometimes need a good “poke in the eye”. He makes that distinction because that’s quite different than giving a “black eye”.

    Also, as a sidenote, consultants and free agents aren’t interchangable terms. One’s an employee within the institution the other is an outsider.

  • http://uncultured.com Shawn

    @Jennifer – No anger here! :) I just feel that Beth’s has written THE book every charity NEEDS to read. Without that background on free agents and network non-profits, it’s completely expected my approach might seem like fishing for a job when it’s not at all.

    I think you’re using words like “aid veterans” and “old way” as ways to sugarcoat attitudes of an entrenched fortress. I’m not saying Save the Children is that entrenched fortress. But they’re spending money – money that’s not giving them the results it could.

    I’m seeing the numbers, the public sees the numbers, and those supporting this project see the numbers. How can I phrase this in a way that keeps the “aid veterans” happy?

    I have a good friend and mentor within the aid community (and even has a few contacts at Save the Children). He says that charities sometimes need a good “poke in the eye”. He makes that distinction because that’s quite different than giving a “black eye”.

    Also, as a sidenote, consultants and free agents aren’t interchangable terms. One’s an employee within the institution the other is an outsider.

  • Alissa

    I really enjoyed reading this. I’ve been working in non-profit fundraising and development for a little over 4 years and the experience has left me disillusioned with charities and non-profits in general. Every non-profit I’ve worked for – the bigger, national ones especially – spend and waste unnecessary money that could be used on services for the constituents the organization are supposed to serve. Like you mentioned, much of that money goes towards PR and marketing but I’ve also seen it squandered on memberships, unnecessary travel, excessive workshops and/or trainings, salaries, etc. etc. It angers me when I work so hard on a grant or direct mail appeal only to have it go towards a program officer’s salary or operating costs. I understand those costs are imperative, but I still do not feel right misleading donors like that. I’m so sick of it that I’m trying to actually get out of NPO work and try something else. Anyways, I really enjoyed this blog and keep up the good work.

  • Alissa

    I really enjoyed reading this. I’ve been working in non-profit fundraising and development for a little over 4 years and the experience has left me disillusioned with charities and non-profits in general. Every non-profit I’ve worked for – the bigger, national ones especially – spend and waste unnecessary money that could be used on services for the constituents the organization are supposed to serve. Like you mentioned, much of that money goes towards PR and marketing but I’ve also seen it squandered on memberships, unnecessary travel, excessive workshops and/or trainings, salaries, etc. etc. It angers me when I work so hard on a grant or direct mail appeal only to have it go towards a program officer’s salary or operating costs. I understand those costs are imperative, but I still do not feel right misleading donors like that. I’m so sick of it that I’m trying to actually get out of NPO work and try something else. Anyways, I really enjoyed this blog and keep up the good work.

  • Owen

    Shawn, you are dynamic, effective and genuinely committed and it’s understandable that you’re frustrated when you encounter institutional inertia.

    But “free agents” / consultants / outsource providers aren’t all like you. And fragmentation of effort and the loss of “institutional cohesion” (including institutional experience and memory) can be very destructive.

    As a volunteer campaigner with various organisations as well as a former civil servant I’ve seen some of the damage that “decoring” can do, alongside the positive impact of innovation and enthusiasm.

    The emotional damage that “voluntourism” can cause as you’ve discussed in the post I’ve just been reading has its parallel in the impact of “consultantism/free agentism” on the workers at the coalface – staff and volunteers.

    I’m not defending complacency and time-serving, just saying that life’s not always so simple.

  • Owen

    Shawn, you are dynamic, effective and genuinely committed and it’s understandable that you’re frustrated when you encounter institutional inertia.

    But “free agents” / consultants / outsource providers aren’t all like you. And fragmentation of effort and the loss of “institutional cohesion” (including institutional experience and memory) can be very destructive.

    As a volunteer campaigner with various organisations as well as a former civil servant I’ve seen some of the damage that “decoring” can do, alongside the positive impact of innovation and enthusiasm.

    The emotional damage that “voluntourism” can cause as you’ve discussed in the post I’ve just been reading has its parallel in the impact of “consultantism/free agentism” on the workers at the coalface – staff and volunteers.

    I’m not defending complacency and time-serving, just saying that life’s not always so simple.

  • http://uncultured.com Shawn

    Hi Owen,

    I highly recommend you read Beth Kanter’s work on Free Agents and Networked Nonprofits.

    The idea that “free agents” are akin to “voluntourists” couldn’t be further from the truth.

    Though, understandably, many charities which are fortresses would understandably love to paint free agents in such a light.

  • http://uncultured.com Shawn

    Hi Owen,

    I highly recommend you read Beth Kanter’s work on Free Agents and Networked Nonprofits.

    The idea that “free agents” are akin to “voluntourists” couldn’t be further from the truth.

    Though, understandably, many charities which are fortresses would understandably love to paint free agents in such a light.

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