Aspiring philanthropists. Inspired philanthropy

When a child gives their piggy bank contents to a charity because they were moved to do so by a meaningful story on TV, philanthropy is in action.

A child philanthropist? To most, such an expression is patronizing, or it is as rare as (or rarer than) a child prodigy in music.

But when I read Dan Pallotta’s article which encourages those of us in the business of asking people to make a difference in society, I was reminded that even a child can be a philanthropist if encouraged to act on their emotional response.

Philanthropy, as Pallotta infers, is not about size of the gift, it is about the act of giving.

We all need to applaud all the aspiring philanthropists.

In social marketing, I believe that no meaningful change in societal mores will come about if only a few privileged individuals alter their behavior: everyone needs to change their behavior to make a difference. Whether it the social marketer is promoting recycling, increased transit use, ethical investing, or action to decrease child abuse, they are not targeting their message at a handful of people.

Of course, it is possible that if inspirational people lead the charge, then others may follow. However, the message of behavior change must meet the needs of a large audience or must be adaptable to reassure as many people as possible that they are doing the best thing for them.

Unlike Pallotta, I do not disparage the $10 SMS donations. For some, that is all they are prepared to do in a crisis. I am always disappointed that individuals are willing to accept a lesser role to play in helping others, but I would be much more dismayed if they did nothing.

I agree that great things can come from modest people who want to make a difference. In fact, I believe that sustainable social change RELIES on the “middle donor” to use a fundraising term. The large number of people who are interested in doing nothing to help society and the small number of key players in social change are not the key audiences.

Sound fundraising practice helps the $25 donor to become a real actor in the charitable endeavor by honoring them as philanthropists. Similarly, sound social marketing should address the people who are able and willing to make a difference in order to cultivate them into the leaders of improved social behaviors.