Chapter 18: Charity fundraising. How charity:water uses social media and powerful storytelling to raise funds for its cause

These links take you to the source material for this chapter in the book version of Brand Journalism. They are here to make it as easy as possible for readers of the print edition to refer to sources and further reading and research material. All links were active when the book was researched and published. If you find a boken link, please let me know at andy@andybull.co.uk.

1 Charity:water’s target audience, as reported by SocialBrite

http://www.socialbrite.org/2012/01/17/how-charity-water-changes-lives-through-multimedia/

2 Scott Harrison, interviewed on Venture Beat http://venturebeat.com/2011/11/16/how-charitywater-became-techs-favorite-non-profit/

3 Paull Young, quoted in ResponsSys http://www.responsys.com/blogs/nsm/2012/04/charity-water-inspiring-a-grassroots-movement-through-digital-marketing.html

4 Vimeo video on the charity’s strategy  http://vimeo.com/12985172

5 Social Edge on how the charity covers its administration costs. UPDATE: This link is now dead and no alternative is available  http://www.socialedge.org/features/job-listings/charity-water

6 Paull Young, in a YouTube video http://youtu.be/fSMZt52ic1Q

7 Paull Young, on his own website http://www.paullyoung.com/

8 Charity:water website http://www.charitywater.org/?gclid=CLOWuvuOqbMCFQzKtAod0XEAmQ

9 David Connell on the charity’s business strategy

http://www.davidconnell.net/2011/05/05/so-you-want-to-be-like-charitywater-10-brand-challenges-between-you-and-cool/

10 YouTube video on charity:water’s strategies

http://www.youtube.com/watch?v=u7HL61J54jI

11 Charity:water’s distinct strategies on its two branded websites http://www.youtube.com/watch?v=u7HL61J54jI

12 Videos from the Field and Stories from the Field http://www.charitywater.org/projects/fromthefield/index.phpand

13 Rachel’s Gift, One Year Late http://www.charitywater.org/blog/rachels-gift/

14 Campaigns to Watch http://www.charitywater.org/blog/category/updates/campaigns-to-watch/

15 Paull Young quoted on ResponsSys http://www.responsys.com/blogs/nsm/2012/04/charity-water-inspiring-a-grassroots-movement-through-digital-marketing.html

16 Paull Young, in a Vimeo video http://vimeo.com/12985172

17 Scott Harrison on the charity’s website http://www.charitywater.org/about/scotts_story.php

18 Charity:water annual report http://www.charitywater.org/annual-report/11/our-work/