We would like to crowd-source a million acts of kindness. And we'd like to give away a million "free" Generate Kindness stickers. And we'd like to set up a sustainable system that would continue to do this indefinitely.
Part of the vision of the project is to have a measurable, positive impact in the world. The project is ultimately a test of the Generate Kindness "Theory of Change." Theory of Change is a model used in the nonprofit world to explain how organizations plan to go about changing something. In order to reach a certain outcome, certain cooperative components need to be present. The supposition of how these components interact to result in the desired outcome is the Theory of Change.
We believe that some people are more inclined to be kind and act kindly when they are reminded about the concept of kindness. We also know from Science that when someone does something kind for another person, that person is then more likely to pay it forward.
Stickers are a highly durable medium and can be frequently visible to large numbers of people. Drawing on principles of marketing and advertising (where the reach and frequency of a message influence human behavior on a mass scale), the more widely distributed the Generate Kindness message, the greater positive influence in the world.
Finally, we believe that there are many people who are passionate about creating a more compassionate world who will joyfully and abundantly spread the message of Generate Kindness everywhere.
So as more people hear about GenerateKindness, more people will request and receive stickers, which will in turn drive more people to request and receive stickers, and so on and so on. As people see the stickers, they will be reminded to be mindful and compassionate and by displaying their sticker in public, they will be reminding others to do the same. These reminders must, according to our logic, have a real effect in changing some people's behavior. That's our Theory of Change.
As for quantifying this impact, we welcome suggestions on ways to measure the lifetime impact of an act of kindness. Our goal is to start as many ripples of kindness as humanly possible. Please join us in this effort!
Similar to the Theory Of Change, the Theory of Sustainability is our theory on how this project can be sustained. Printing and distributing 1 million stickers will cost roughly a million dollars over the lifetime of the project. In order to fund this, the project will need to generate a million dollars in revenue between donations, grants and sales of GK merchandise. Costs to fulfill requests for "free" stickers are only spent as donations and other income allow.
Furthermore, we suppose that public exposure to the sticker (specifically the URL on the sticker) will drive traffic to the site, which will in turn engage visitors to request stickers which will then, over the lifetime of each of those stickers, a) share the Generate Kindness message and b) drive more people to the site in a recursive, ongoing manner. We estimate that the recipient will visit the site at least once out of curiosity, and anticipate that any sticker displayed publicly will, over its lifetime, generate additional traffic to the site.