Pictures of pathetic puppies and kittens put to the music of Sarah McLachlin just not making you reach for your wallet anymore? Sarah needs to try Crowdrise, a joint by Edward Norton (yes, that one), producer Shauna Robertson and the brothers who founded Moosejaw, Robert and Jeffrey Wolfe. Except they probably would insist on making the dogs and cats wear funny hats. Seriously.
After all, the site’s tagline is, “If you don’t give back, no one will like you.”
It’s too much to explain here, and anyway getting it from the site is way more fun, but let’s just say Crowdrise is a next-generation fundraising site for the next generation. Like everything these days (except driving and going to the bathroom), the site makes it a social event to give or solicit funds. And it’s funny and it’s cool and it’s really irreverent, which is probably a first when you’re trying to separate people from their money (although the charities’ information itself is never altered). Plus, it’s got Ed Norton (did I mention that?), Sean Penn and a bunch of other celebs pitching for their favorite charities, as well as regular folks who are moved by a cause, and all the regular folks who give.
I love it. Human beings respond to humor (Super Bowl ads), and I don’t think anyone has to stop being human when they’re working on behalf of charities or donating to them. In fact, that’s a bit of the best of humanity—why not wear it on our sleeve and have a little fun. After all, most of the charities are simply trying to make it possible for the less fortunate to laugh again, too.

