Charity at its worst

I have this age old habit of mine to keep me abreast with the world news and can often be found skimming through the headlines of various newspapers. Although I am out of my home country nonetheless I have a keen interest in what the Indian political and sports scene is up to and Times Of India (TOI from here) website has been very helpful in quenching my reading thirst regarding this. TOI is a busy web site with lots of traffic day in day out, hence lots of ads. I don’t mind ads at all as they are the reason the website is up and running and its worth – small cost for readers to get the latest news at their doorstep.

A few days back I noticed an ad for some charity organization – it shows a disabled kid. Below him was a text message urging readers to help him change his life. One look at the ad and I bet it will sweep all the thoughts but this picture off your mind. A kid having a big cut in his upper lip that even his gums were visible - asking for help by demonstration of shortfalls.

I don’t mind their selection of a well known website to reach out to people. That’s how the marketing ought to be. What irritates me is the image that they display - A helpless kid shown in the disgust (in lack of a better word) with a message asking readers to help him. I saw this and the first thing that crossed my mind instantly was – WHAT NON SENSE!!!. What am I supposed to do after seeing this promotional graphic? Feel guilty for not being able to help him. Or feel bad for him and other children like him. And to your amazement, I was none of them. Instead, I was ashamed of organizations that chose these cheap tricks to raise money.

In my opinion the whole idea of displaying the image was to hit where it hurts the most – GUILT. Guilt of not being able to help a kid who lives such a nauseating life, Guilt of sitting in a comfortable chair in your office while there is someone who can’t even live his normal life.

I have seen many ads from many reputed charity organizations. For example, CRY. They will never attempt to make you feel guilty to donate the money. Instead they make you feel emotional. Which I think is a sin not as bad as this one.

Lots of my friends work for several NGOs and I have seen them working hard for their organizations. One look at their efforts and you would realize how sincerely they believe in the cause they are working for. They arrange marathons, publicity booths, online campaigns, music and dramatics events. They just don’t expect others to help their groups by just asking for funds. They motivate people to donate by setting the right example. And I think that’s how the charity is done.

May god bless that kid (from these organizations)