Children in Poverty Pick Their Own Sponsors in This Sweet Video That Flips Fundraising

It's a simple switch with powerful results

Instead of posing for photos to be sent to donors, children in Kenya were invited to pick from eager sponsors in Chicago. World Vision

Choice is a powerful thing, one that most of us take for granted. And when we choose a recipient for our charitable dollars, we feel a rush of benevolence from the knowledge we’ve helped shape a life.

@griner David Griner is Adweek's international editor and host of the Adweek podcast, "Yeah, That's Probably an Ad."