Amazon Brings A Smile And Good Will

While still under a year old, it's hard not to smile about the Amazon Smile program, an online philanthropic effort that invites online shoppers to pick the charity of their choice. Once selected, Amazon will automatically donate .5 percent of all eligible purchases made by that shopper to the nonprofit they pick.

There are almost a million charities, schools, and nonprofit organizations to choose from — enough that it is impossible to list them all. The easiest way to find a specific nonprofit organization is to use the Amazon Smile search tool. You might be surprised by some of the organizations you'll find.

In giving the good will effort a test run, I found several local nonprofit organizations that I assumed would be too small for the program. The difference between being included or not is largely up to the organization. Amazon Smile has guidelines for eligibility, including inclusion on GuideStar.

How charities enroll in a program designed to raise revenue. 

Once an official representative of an eligible organization verifies that their nonprofit hasn't been enrolled, all they have to do is complete an administrator account and accept the terms of service. Once Amazon is able verify the organization's email, bank account, and eligibility requirements, the organization will be added to the program.

Amazon also asks that the program be listed by GuideStar, which gathers information about every nonprofit organization's mission, legitimacy, impact, reputation, finances, programs, transparency, governance, and more. Many organizations are listed on GuideStar but may not have had their reports updated. Any nonprofit can update its report for free.

Report fields are labeled blue, bronze, silver, and gold. Blue fields can be updated immediately. All other colors require varying degrees of confirmation. Updates are usually completed in 24-48 hours.

The important thing to remember is that GuideStar isn't a charity watchdog or evaluator. All it does is collect and organize information so donors have a better understanding of an organization, which is why Amazon Smile asks organizations to be listed before releasing any funds raised by purchases.

Amazon Smile Spotlights Several Organizations You Know. 

Although there are almost a million charities already listed, Amazon Smile does spotlight several well-known organizations. Here are five currently spotlighted.

American Red Cross prevents and alleviates human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors. It is also becoming one of the biggest suppliers of blood in the nation.

The Nature Conservancy is the leading conservation organization working around the world to protect ecologically important lands and waters for nature and people. It has more than one million members and has protected more then 119 million acres of land.

St. Jude Children's Research Hospital is leading the way the world understands, treats and defeats childhood cancer and other deadly diseases. No family that turns to this hospital ever pays for anything.

Charity: Water is a nonprofit organization that brings clean and safe drinking water to people in developing nations. It was featured as a good will pick last year.

Code.org is leading the effort to bring computer programming education to every student in every school. It places an emphasis on the idea that anyone can learn these valuable skills.

While .5 percent might not seem like much, it adds up via Amazon. If everyone participated by selecting a nonprofit organization, then Amazon would contribute an additional $400 million to charities every year.

Amazon Smile And Whoever You Want Is A Good Will Pick From Liquid Hip. 

At least once a month, Liquid Hip highlights good will efforts undertaken by people with big hearts. We don't score them. That belongs to you.

Amazon might be a big company, but its heart is in the right place with Amazon Smile. While most corporate giving programs funnel a portion of consumer purchases toward nonprofit organizations, few allow their customers to help direct their contributions or even remain visible to the organization.

This one does. And while not everyone is fond of the program, it still represents a step in the right direction. The more connected contributors are to a benefactor, the more likely they will support the organization behind .5 percent of their shopping purchases. And while the Amazon Smile program can't replace actual donations, it's a very clear way to give a little bit more (even if it is only $50 a year).

Charity Water Is A Hip Good Will Pick

The story of Rachel Beckwith might have made the media rounds two years ago, but it is no less heartbreaking or inspirational. She is a 9-year-old girl who left a legacy on charity: water.

Originally she raised $220 by asking people to make donations in lieu of buying birthday presents (just short of her $300 goal). But after her family was involved in a 14-vehicle traffic accident that caused what would be fatal injuries to Beckwith, an outpouring of support catapulted her campaign page to exceed $1.2 million.

Her decision to raise funds for charity: water was inspired by her church, but it wasn't the first time she wanted to contribute to a charity. Her first donation was at age 5, when she learned about Locks Of Love at school. For the next four years, she would continue to donate her hair every time it grew out.

Revisiting charity: water and its mission to find safe drinking water.

charity: water is a nonprofit organization that raises funds for water projects for some of the 800 million people who don't have readily available clean or safe water. Most of these people carry water miles in yellow fuel cans, dig in the sand to find remnants of the last rainfall, or line up and wait at overburdened wells for up to eight hours a day. Exactly the kind of hardships that inspired Beckwith.

To help alleviate this problem, charity: water adopted a model that some charity reviewers don't appreciate but donors frequently do. Every dollar donated to water projects goes to water projects.

The balance of the money needed to support operating costs comes from different private donors, foundations, and corporate sponsors. It also has a program called The Well, which includes member donors who give a set amount toward operating costs every year. They call it a 100% model.

The bottom line is that operations are paid for one way. Water projects are paid for by public donations, which water: charity sends to partner organizations working in the these regions. These partner organizations are readily recognizable and water: charity ensures the projects are completed.

While charity: water hosts several fundraising events, its most popular is a social campaign that helps people set up birthday pages to raise money for water projects. The birthday pledge is what attracted Beckwith to start a campaign and she is not alone. Dozens of children do, including 6-year-old Lory.


His campaign raised over $2,000. And although the video doesn't show it, the campaign helped create a legacy of giving in Lory, who is that much more likely to become a lifelong supporter of community causes at home and abroad. And, at the same time, it probably inspired other people to do the same, even if they do so only once in their lives or support a different organization.

A couple graphs about founder Scott Harrison. 

Scott Harrison was originally a nightclub and fashion event promotor until he left New York City in 2004 for West Africa as a means to rekindle his spiritual value. To do it, he had signed on with Mercy Ships, a humanitarian organization that provides medical care to poor nations.

His experience as a photojournalist for the organization changed his life. First because he felt like he had given up so much to do it. And then because what he considered scarcity was the envy of the people he had gone to help. After eight months, Harrison found the charity to make his life about charity. In 2006, he became the founder of charity: water.

Charity: Water Is A Liquid Hip Good Will Pick. 

At least once a month, Liquid Hip highlights good will efforts undertaken by people with big hearts. We don't score them. That belongs to you.

We chose charity: water after someone sent us a link to the New York Times story, which in itself is a testament to the influence and impact that Rachel Beckwith had on so many people around the world. I can easily count myself among them. Her story isn't one so easily shaken once you read it.

You can learn more about charity: water by visiting its site. There are many ways to give, but the birthday pledge remains one of the most compelling. You won't be alone in offering support. One of the newest additions would feel right at home here. The members of Depeche Mode have a joint page to help the organization reach its goal to serve 3 million by 2015.