We often hear about great causes and organizations at the end of the year. But since kids, tweens, and teens don’t care about tax write-offs, we see little reason why January 1st can’t be the start of their support of people, places and products/brands/companies that are making a difference! We know that this group of youth care about the world outside their neighborhood more than ever. They feel connected to others through many means. And they are prepared to solve the world’s biggest problems in ways that we might not always notice, but that, nonetheless, make them one of the most entrepreneurial generations ever to walk the earth! The organizations below sometimes include youth, but often serve their needs. Either way, we think these organizations deserve some recognition and also provide some valuable lessons for youth marketers.
We believe in kid empowerment, and certainly, no kids need or deserve to feel like superheroes more than kids who are sick. The Hero Project, which provides pediatric in-patients with customized superhero capes, understands that visible symbols of strength can go a long way towards making kids feel better, or at least braver in the face of unthinkable challenges. This group recognizes that one way to catalyze donations is by getting donors to give of their creativity, not just their money, as they encourage groups of friends, family members, etc. to get together and create capes as a collective.
For victims of homelessness, having a snuggly toy or a care package offers more than just physical comfort – it gives a glimmer of hope and assurance that they matter. Project Night Night creates Night Night packages designed for children under five years old, “who can’t articulate their concerns overcome the anxiety, emotional and mental stress that comes with home displacement.” The project also offers a secondary benefit – keeping slightly used toys out of landfills. Project Night Night reminds us that there’s no place like home for small children, and when it’s not a safe space, kids need significant signs and symbols of well-being to help them carry on.
The first “100 days” of a child’s life are incredibly important to their cognitive, social and emotional development. Room to Grow assists women living in poverty by providing them and their children with resources they need, including baby gear and clothing, along with an actual place where they can find support and community. This idea grew from the notion that many moms have baby gear that they didn’t want to go to waste. We think this is a great example of an organization that responded to an asset and found a deserving group of moms who needed it. This makes us wonder, who could benefit from the gifts your organization has to offer? How will you give with authenticity and integrity?
Who knew Dolly Parton would make our list of kid philanthropists in 2014? We think her idea – to provide preschoolers with a specially selected book, via mail, each month - is both ahead of its time, but also taps into many timeless truths about youth. First, getting something in the mail might make kids feel more special than ever before! A physical book can still feel like a gift to a child who has few. And bringing good-for-you content to kids is more effective than expecting them to come to you. We love this idea, which began in Tennessee, but is reaching the rest of the country rapidly.
Many of us are lucky enough to live in places with great schools, and almost all of us can remember a teacher who went above and beyond. You’ve likely seen statistics about the amount of money that teachers spend out of their own pockets to make their children’s learning environments live up to their own, and to kids’ expectations. Donors Choose also solves a frequently cited dilemma about non-profits – people often want to act locally, but most organizations that they can easily find are more national or global. But on the website, you might even find a well-deserving school or classroom close-by that you can help in other ways than just donating your time. And everyone loves a thank you – which the teachers and students agree to send to supporters of their cause. Speaking from experience, there’s nothing more gratifying that receiving a card created by a grateful teacher and appreciative kids after providing them with something that truly enhances their learning environment.
There’s no question that kids, tweens and teens are capable of compassion. But what we like about teens Turning Green is its competitive spirit! Games and contests (not of the random winner variety) appeal to youth who are often up to challenges. Like dieting (speaking of New Year’s resolutions), doing good is often easier when it involved a few friends. And these events – like a 30 day sustainability challenge or a “green your dorm room” contest - are also chic. It’s no surprise – this organization isn’t run by adults for kids, but was actually founded by students striving to change the world.
In 2014, we think youth brands can give as much as they get. We recommend you follow the lead (and fuel the good work) these organizations are doing – let’s begin!