Fashionable Philanthropy, A Widget That Keeps On Giving, and $100K Scholarship Prize for Girls
Fashion Delivers Foundation was created in the wake of hurricanes Katrina and Rita with a goal to organize the collection and distribution of new clothing and home items to hurricane victims.
The group was able to collect and give over $4.5 million dollars worth of men's and women's clothing directly to people in the devastated areas.
The foundation works with some of the biggest names in the fashion and home industry and have a global network of more than one thousand local agencies that they coordinate with in the donation and delivery of excess products.
In the wake of the earthquake in Haiti, Fashion Delivers Foundation started to organize donations of a broad assortment (in all sizes) of lightweight apparel for men and women, such as t-shirts, tops, shirts, jeans, shorts, slacks, sportswear, as well as basic items such as underwear, socks, sheets, sneakers, sandals and sleepwear.
Fashion Delivers has just announced a new partnership with L.e.i Jeans and Teen Vogue to conduct a nationwide search to find the next L.e.i model citizen. From February 1st to March 23rd, girls (ages 15-21) are invited to submit an original video, exemplifying their interpretation of L.e.i. - life, energy, and intelligence. Three winners will be selected - the top prize includes a $100,000 college scholarship.
The contest site is here. The campaign is trying out a lot of tactics. The heart of the campaign is a user-generated content, video creation. It's a good match for teens and the prizes are certainly compelling. The most interesting aspect of this campaign is the use of a widget that lets you share information about the contest on your Facebook profile and leverage a donation from Fashion Delivers.
When you click on share, you get an option to share with your friends on Facebook or send a Tweet. I selected Facebook and it asked me for permission to install. Then I was prompted to select friends to send it to. I was given the option to write a personal note.
I usually don't invite friends to install applications only because it adds to the Facebook app fatigue. However, it could generate a donation simply by the act of sharing. This was a positive feeling for me. Of course, I only selected friends who had teenage daughters in need of college scholarships or friends interested in fashion.
What I wonder about is the accountability. How will I know that they actually donated a pair of jeans in my honor?
What do you think?
Beth Kanter, Blogher CE for Nonprofits, writes Beth's Blog.