An interesting initiative I picked up through Seth Godin, TOMS Shoes. Buy a pair of shoes and a child in need gets a pair for free.

I like the concept and think/hope it might be followed by a company or 2.

An important reason I like the concept is that in The Netherlands there is a debate about the allocation of funds of charitative organizations. Basically, the public is saying that charities should be more clear on how (much) and where they spend their money. And maybe more importantly; how much the guy in charge is being paid. The beauty of the TOMS Shoes concept is its simplicity and transparency. I buy a pair of shoes and at the same time I donate a pair. Discussions on overhead costs and corruption become obsolete.

Seth Godin covered the company, therefore their chances have improved in the US. They haven’t really paid attention to Europe up to now. However, for the sake of argument let’s say, by August every “involved” person in Amsterdam, London, Paris, Milan, Barcelona, and Berlin is wearing these TOMS. In our “great marketing wisdom” we would agree on a new and exiting marketing method.

But what other organizations are to embrace the concept?

Is this an interesting approach for the known charities? The decline in funding should have their attention by now. New successful approaches should be at the top of their agendas. For starters, it will be an interesting exercise for the charities to revisit the needs of those in need. Not because they’re ignorant about these needs, but because revisiting with a new paradigm always delivers new insights. Of course, I’m aware of the fact that not all goods or services these people need can be delivered in such a way, but the concept is so inspiring! I think the answer is YES, Charities, please enlighten us with such transparent propositions. Furthermore, we’re getting bored by their lotteries and even more bored of the discussions of them waisting money. So let them get to it!

Is this something companies such as Nike will embrace? They probably will and should if they can make money and build their brand in such a way. However, the approach has to be convincing, which could prove difficult with the bad press some of these companies have had on labor conditions in countries such as China. They will probably wait.

In the end, I just hope these guys from TOMS are sincere and hugely successful. Other committed people will follow, charity or not, and the needy children will benefit.

Having written this, I have realized the title (Charity 2.0) is -in a way, to the point, but there are also some interesting things to be said about the way Charity could utilize Web 2.0 “to make the world a better place”.This has sparked an interest. Please, if you feel you can contribute, contact me.