Two weeks after a magnitude 7.0 earthquake devastated the western hemisphere's poorest nation, Anderson Cooper and other reporters remain in Port-au-Prince. But soon the lights will go off, news crews will depart, and a massive rebuilding effort will need to get done.
Legitimate marketers could play a big role in the reconstruction of Haiti. I know some readers will view this with skepticism, for good reason. Unscrupulous marketers are already profiting from this disaster. But the key word is "legitimate."
A team of legitimate marketers could organize a program to support the rebuilding effort over the long haul, and allow lots of people to donate a fixed monthly amount for years. My guess is hundreds of thousands of Americans would be willing to give $20 a month for five years (or more) to an entirely above-board not-for-profit organization. If 500,000 Americans donate consistently for 60 months, Haiti will receive a $600 million total sum.
The fully-loaded cost per dollar given would need to be ten cents or less -- a challenging ratio, for sure, but not out of the question. Especially if media suppliers, staffers, and advertising creators organize their efforts and fees around what's needed to operate at the required efficiency level.
Speaking of which, the right celebrity endorser -- working without pay -- could lend an air of credibility and produce high response rates at low cost. A board of directors stocked with people of unimpeachable integrity (think Bill Bradley) would help the organization look better...and be better. Major league brainpower would be needed to keep the giving high and expense/revenue ratio low, while making sure the money is actually put to good use.
What do you think of this idea? And more importantly, are you willing and able to step up and make it happen? If so, count me in.