Twitter takes Bold Step toward Social Philanthropy with Room to Read

Last week Twitter announced that it is launching a program in partnership with Room to Read, the non-profit literacy organization headed by CEO John Wood. Crushpad, a San Francisco based custom winery will collaborate with Twitter to provide two types of California wines which will be sold in order to raise funds for the worthy Room to Read (www.roomtoread.org) organization. Twitter staff will participate in the making of the wine, a Pinot Noir and a Chardonnay, and the public is invited to follow progress of the winemaking via Twitter updates.

Social Philanthropy is an idea whose time has come. Thanks to the emergence of global social media, the effort to mobilize support for good causes through Twitter, Facebook, and LinkedIn and many other social platforms is now negligible. Technology allows us to create awareness and drive action across a broad base of the population very quickly.

The timing for these technology and social breakthroughs is also fortuitous. Due largely to the impact of the economic downturn, Americans have never been more inclined to participate in causes that can help others. There is a cultural shift at play, where people are feeling more acutely responsible for taking care of societal issues than ever before. The environment, poverty, literacy, hunger and a many other causes are now starting to seem like problems that are ours to solve.

What makes this Twitter/Crushpad/Room to Read idea so smart is that it is so simple. Each party in the social collaboration is doing what they do best. Twitter is spreading ideas in real time, Crushpad is making custom wine, and Room to Read is advocating the importance of literacy on the world stage while enjoying access to unprecedented exposure to new supporters.

The best part of this arrangement is that that $5 from every $20 bottle of wine will go directly to Room to Read. Room to Read enables literacy programs in some of the poorest regions in the world. The organization provides books, schools, and libraries, and offers financial assistance for the education of girls who would otherwise never have the opportunity to go to school or learn to read.

As the father of three daughters this is something that I feel strongly about. Without access to books and education, it is difficult for anyone to move forward and build a productive life for themselves. I believe that providing literacy in places of ignorance will lead to greater understanding across the globe.

The Crushpad wine can be pre-ordered for $20 dollars per bottle here www.fledglingwine.com. I highly recommend this for holiday gift giving.