The Business of Caring: A Consultant Offers Fundraising Tools to Make a Difference

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WHAT INSPIRED DAN MORRISON to start a nonprofit that connects socially conscious people with critical, charitable projects in developing nations around the world? A well.

A broken well, actually, having just been demolished by an earthquake in the small village of Vachharajpur in Gujarat, India. Residents then had to make a daily five-hour trek to the next town to get clean water.

Morrison, a management consultant, heard about the situation while visiting India for business. When he returned to the U.S., Morrison couldn't forget the town's dire need and decided to raise funds to help the people.

But forget Girl Scout cookies — this was no amateur fundraising operation. Rather, Morrison took a unique approach to the art of fundraising, involving strategic business practices, which resulted in one brand-new well, a new nonprofit, 1Well, and a novel way to approach fundraising that can be incorporated into any business venture.

1Well unites stand-alone projects in poor communities, such as the rebuilding of Vachharajpur's well, with what Morrison identifies as "citizen philanthropists." "While venture capitalists measure success with finances, citizen philanthropists measure success on social return," Morrison says. "This is the first time they're presented with an opportunity to have a direct relationship with people in need."

Citizen philanthropists aren't necessarily presidents of organizations or socialites with an agenda. Everyday people like Morrison are the secret behind the success of 1Well.

One young citizen philanthropist, Alison Sutter, raised $2,400 for a gardening project through Jamnesty, a battle of the bands held at her high school, with Morrison in attendance to raise awareness.

"Having Dan at the concert to make a speech and show pictures made the event so much more impactful," Sutter says. "It's so cool that we didn't just send a check off to a large organization where our personal impact could not be distinguished."

Carolyn Butcher, an executive coach, became involved with the nonprofit after attending a 1Well community fundraiser.

"The impact their involvement was having on improving the lives and creating opportunities for the people in these villages ... I knew I had to get involved beyond hitting 'click to donate.'" Butcher, now on her second project, raises money through yoga and coaching workshops.

How does Morrison find citizen philanthropists? It helps that he's one himself. He set out to find them by creating an inspirational fundraising project. Morrison raised 5,000 dollars for the repair of the well by creating and sending Christmas cards and e-mails with the story of Vachharajpur to family, friends and professional contacts.

What makes projects such as Morrison's so successful is the power that they give citizen philanthropists to control how they would like to raise the money: "Our platform is pick your project, pick your project's criteria, then we ask the question, 'What do you like to do?' We tell them to craft their message in their own personal appeal. It's whatever they're comfortable doing, which increases their effectiveness. The brand lives within the individual."

Written by Express contributor Robyn Mincher
Photo by Jason Hornick for Express