Changing the world through social media

This is a pretty big objective, and certainly not one I’d set out to tackle myself, but it’s what Danny Brown and a group of supporters are looking to achieve with The 12for12k Challenge.

The idea is simple. By tapping into the reach and influence of existing social networks, a message of charity and need can be spread further than would be possible via traditional means.

I mean everyone understands that charity relies upon the generosity of others, but the difficulty is that when people believe that the dollar or so that they might be able to contribute could not possibly make a difference, donations are few and far between. After all, a dollar here and there from every couple of people may not seem substantial when only a couple of thousand people are aware of a given cause.

Get that cause in front of hundreds of thousands or even millions though, and the dollar or so here and there from every couple of people suddenly becomes very substantial. Perhaps even more importantly, people begin to understand and recognise the momentum of what is happening, and begin to realise that any small amount they are able to contribute can actually make a difference.

Social networking is how you get that cause in front of thousands or even millions. Ask everyone you know to mention it. Ask anyone with whom it strikes a cord to write or blog about it. Ask people on Twitter to ReTweet it, people on Facebook to discuss it, people on YouTube to demonstrate it, and suddenly it becomes known.

It’s a simple idea, but a great idea, and one that I am happy to get behind.

The 12for12k stems from the fact that the challenge lasts 12 months, assists 12 charities, and aims to raise $12,000 per charity. A new charity is selected each month, and those supported to date include Yehu & Mom It Forward, War Child, UNICEF Believe in Zero, Stop the Silence, Share Our Strength, and Hospice of Peel.

Eye Care for Kids is the charity being supported throughout the month of July, a not for profit aiming to provide free eye care for more than 65,000 kids in low-income and underprivileged families, not only helping with education and learning difficulties, but also preventing more serious long-term damage as well.

I’m adding badges to my blog to encourage support. I’m chipping in and providing what little I can in the way of donations. I’ll be mentioning the challenge and the charity for each month when and where I can within my own social networks.

I’m encouraging you to do the same.

Read more about the challenge, the choice of Eye Care for Kids as the charity of the month, and donate over at 12for12k.org