In 2008, the Beautiful Foundation organized the Lego Block Banks campaign to encourage small donations by everyday people. This campaign was featured on the SOFII website (Showcase of Fundraising Innovation and Inspiration), an archive of creative fundraising endeavors.

Objective: The Lego Block Bank campaign aimed to demystify the notion that charitable giving is only for the ‘elite’ classes by encouraging everyday people to donate through a national fundraising event.

Background: The Beautiful Foundation wanted to further encourage charitable giving in South Korea during a time when a ‘giving culture’ was rapidly taking root. This campaign aimed to accelerate giving culture among everyday people and raise awareness about the needs of tailored education among poorer populations.

Special characteristics: The fundraising campaign culminated in a final event where the participants united in a central city location and together created a beautiful rainbow made of block banks. The different colors of the rainbow symbolized respect towards the dreams of each individual child. It also symbolized the beautiful future for today’s children made possible by a united effort.

Influence/impact:
- The Beautiful Foundation distributed 80,000 lego block-shaped banks to schools/ restaurants/ corporations/ partner organizations in the fall and winter of 2008.
- More than 10 top celebrities voluntarily joined the campaign and were featured in the print advertisements which propelled the campaign.
- The funds gathered will allow children, who could not have access to cultural experiences and education due to economic reasons, the opportunity to have tailored educational and cultural experiences which aim to meet their individual needs so that they can achieve their dreams.

Test details: Supporters purchased colorful block banks in the shape of Lego blocks to collect their donations. These could be purchased online or in bulk, and were also given to business employees or school students. The block banks themselves were accompanied by a leaflet which explained how people can participate and shared various supporter stories. Over the test period, supporters collected their money in the block bank and then brought their block banks to a central location in Seoul on December 6th, 2008. Supporters then participated in a group Lego-building activity. Those who lived outside of the capital were able to send in their block banks by registered post prior to the campaign activity.

Costs: The cost of the production of the block banks, as well as other campaign programs, was solely sponsored by GS Home Shopping, one of the leading online/home shopping companies in Korea.

Results:
- Achieved 80,000 participation of everyday people. Raised $520,000 in donations.
- Built awareness for the need for tailored educational and cultural support for needy children.