This post was originally produced for Forbes.
The calendar’s juxtaposition of Martin Luther King’s birthday and the Presidential inauguration have never seemed so ironic as in 2017. In a single week, America will celebrate the person who gave his life for civil rights and the inauguration of Donald Trump, whom New York Times columnist Nick Kristof called a racist.
One person developed a plan to unify people this week. Aria Finger, CEO and “Chief Old Person” of DoSomething.org, is yet to turn 40 and so qualifies as young in my book. As CEO, she founded the affiliated agency TMI Strategy and serves as its president. This week, DoSomething.org leads a social campaign to engage its 5.5 million young followers, creating “Resolution Walls” in public to commit to improving their local communities this year.
Introducing DoSomething.org, Finger says, “We are a mission-driven not-for-profit and we are one of the most entrepreneurial brands in the youth space.” The organization has engaged young people in every state and 131 countries. The nonprofit works to address local and global social problems, and boasts of having organized the collection of 3.7 million cigarette butts from the streets and a drive that clothed half of the homeless teens in the United States.
Finger, who was personally responsible for the “Teens for Jeans” campaign that clothed homeless teens, launched TMI strategy in 2013 to capitalize on the rich database DoSomething.org had created over two decades of working with young people to do good. She describes TMI revenue today as one of two “main revenue streams” with the other being corporate sponsorships. According to audited financial statements posted on the site, 2015 revenues topped $19 million and assets topped $16 million.
“TMI works with tops brands and NGOs like PwC, Microsoft, the College Board, the Jed Foundation, American Student Assistance to help them reach and activate young people,” Finger says.
Nancy Lublin, the CEO and Founder of Crisis Text Line, says she’s known Finger since college, “She was whip-smart… and had a tongue piercing.”
“At its core, DoSomething.org is about optimism. If you believe young people are creative and effective, then you believe a brighter future is possible. DoSomething.org is an engine for hope,” Lublin adds.
That optimism seems to be just the right tone to strike as America celebrates the beginning of the Trump administration. DoSomething will take the public pledges from across the country to create daily challenges during this “Week of Action.”
Finger notes, “More than 75% of Americans currently see our country as divided. Not only will this campaign provide unity – showing that people from all backgrounds and communities want to make a positive impact – but it will activate young people to take real and concrete steps towards that change.”
She sees this as a beginning. “Adults have been screwing up our world for a long time; I’m excited to show the world that young people are solution-oriented doers that can actually make change. And this is just the beginning. By joining this campaign and by extension the DoSomething movement, these young people are committing to action for years to come.”
The campaign is now well underway. Finger reports on the progress, “We’re thrilled that more than 60,000 young people are joining this movement and by Thursday, we will be halfway through our Week of Action and will have both more numbers/tangible results and also several amazing stories about what young people have done this week so far to make change.”
On Thursday, January 19, 2017 at 5:00 pm Eastern, Finger will join me here for a live discussion about the progress to date and the prospects for unifying America under the leadership of President-elect Donald Trump. Tune in here (at the top of this article) then to watch the interview live. Post questions in the comments below or tweet questions before the interview to @devindthorpe.