On World Water Day, Emergen-C® kicked off a three-year partnership with charity: water by launching the #40Pounds Challenge, a campaign Revolution Digital designed to empower Emergen-C users to help communities in Ethiopia obtain clean drinking water. Read more about why charity: water is so successful below.
HOW ICONIC CHARITIES LIKE RED CROSS AND UNITED WAY ARE TRYING TO WIN OVER MILLENNIAL DONORS
Some of the country’s most iconic nonprofits have struggled to raise money in the past few years while a new breed of philanthropic organization is thriving thanks in large part to its appeal to millennial donors. While the American Red Cross ran an operating deficit after its worst fundraising year in over a decade in fiscal 2015, ended last June, charity: water reported its best year ever in 2014, raising more than $27.9 million for clean water. And its donations have increased each year since its founding in 2006.
Previous generations of donors made it easy for big nonprofit organizations to rely on mass marketing, workplace collection and brand loyalty to meet their fundraising goals. But those donors have now been surpassed in numbers by a generation of digital natives who identify with causes instead of institutions and are rewriting the rules of fundraising.
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