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Monday, December 27, 2004
The gift of giving
By Jude A. Bacalso
* The season of giving should go on. J.A. Bacalso shows you just how easy giving to charity has become. Photographed by Alex Badayos.
The gift that goes on giving is the best one. Children’s Hour demonstrated just that as the charity set up shop at the malls, center of the season’s jovial and generous spirit. And their ingenious way to get people to give to charity was to station themselves at the thick of the action, throw in some celebrity faces to spice up interest, and even give something in return for your good deed. All in all, everyone wins with this gift.
Roselyn Aberion of the Children’s Hour gathered the beautiful faces of Penshoppe’s (thanks to Golden ABC’s Bernie Liu who spearheads the effort in Cebu) celebrity endorsers to put in a good deed by getting people to put in theirs. Cebu’s own Joevince Cañizares and 15-year-old karter Matteo Guidicelli hawked the charity’s pitch: a donation of P50 to P99 got you a bookmark; P100-P199 a sticker; and P300 above a t-shirt and a chance to win a cellular phone. Easily a win-win situation.
But the giving doesn’t end when the stalls at the mall close or when the season of giving gives way to a New Year and the new grind. The mechanics of this charity are straightforward and simple: donate at least one hour’s worth of your earnings only once a year to become a partner in their campaign to make marginalized children’s dreams a reality. Strength in numbers is key: a monetary snowball that starts from an individual employe may catch on to others; the Children’s Hour hopes that entire companies make the donation a corporate matter. And the methods are seamlessly incorporated into the structure, one may give through salary deduction pre-arranged with the employer or through a credit card.
They’ve really made charity as easy as that favorite new-age pastime and sport: shopping.
To make a donation to The Children’s Hour, call Jay Ancheta of the Ayala Foundation, Inc. at 412-2058 or visit www.childrenshour.org.ph
(December 27, 2004 issue)
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