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New video site to give charities transparency

Staff (Social Media Portal) - 16 June 2010

Britons want to know where their money goes


Not-for-profit video site See The Difference launches to help charities fundraise

A new video site has launched in the UK in collaboration with 25 corporate partners including  Microsoft, EMC and Virgin Money Giving and 150 charities.

See The Difference says it will offer people that donate to charity the ability to choose a specific charitable project (as opposed to a charity itself), and then see exactly where their money goes and the difference it made.  
Conservation Trust video on See The Difference
The launch of the site followed research conducted by See The Difference and Vision Critical of 2000 consumers in the UK.  The results of which found that more than half would donate more to charity if they knew what their money had been used for and 40% would be more generous if they could actually see the difference it made.

Dominic Vallely, founder of See The Difference says they are bringing charity to a new generation.  Vallely goes on to say, “We are bringing choice, real stories and the chance to know where your money goes. There’s a huge mix of projects, people can discover smaller charities like MapAction, who made a difference in Haiti as well as projects from the likes of Oxfam, Macmillan and The Children’s Society.”

See The Difference has also garnered support within the Third Sector.  ACEVO’s CEO Stephen Bubb commented, “This will be a significant addition to the economic and social force of the third sector.”  Institute of Fundraising’s CEO Lindsay Boswell says, “See The Difference brings charities work alive to the laptop and YouTube generation, and I think they will open up giving in a new and innovative way.” has integrated Facebook Like functionality on each charity’s project page so that donors can share their favourite project with their Facebook community easily.  The company, which is a registered UK charity, says it has pioneered low-cost video film-making with social media and a cloud platform to help charities “engage more deeply with the 23 million strong Facebook generation.”

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