capstone paper - complete

Running head: CLEAN WATER IN AFRICA � 1

Mitigating the Scarcity of Clean Water in Africa

Kaley Davidson

The University of North Alabama

CLEAN WATER IN AFRICA � 2

Title Page………………………………………………………………………………1

Table of Contents……………………………………………………………………...2

Abstract………………………………………………………………………………..4

Introduction and Statement of Problem……………………………………………..5

Justifications for the Study…………………………………………………………...5

Health Concerns………………………………………………………………..5

Societal Ramifications………………………………………………………....7

Lack of Awareness……………………………………………………………..8

Financial Concerns……………………………………………………………..9

Pairing of Education……………………………………………………………9

Literature Review…………………………………………………………………….10

Past Projects……………………………………………………………………10

Failure………………………………………………………………….10

Success…………………………………………………………………11

Different Approaches…………………………………………………………..12

Digging wells…………………………………………………………..12 Reverse Osmosis…………………………………………………….…12

Slow sand filtration………………………………………………….…13

Water stills………………………………………………………….…..14

Obstacles…………………………………………………………………….…15

Education………………………………………………………………15


Cultural Barriers……………………………………………...…………15

Volunteer Costs…………………………………………………….……16

Implementation Costs……………………………………………..……16

Awareness……………………………………………………………………….17

Fundraising……………………………………………………..….……17

Lack of Manpower………………………………………………………18

Application of the Literature to the Statement of Problem………………………….19

Cost Effective Method………………………………………………………..….19

Overcoming the Obstacles………………………………………………….……20

Proposed Solutions to the Problem……………………………………………………21

Awareness Plan…………………………………………………………………..21

Social Media……………………………………………………………..21

Visual Stimulation……………………………………………………….21

Fundraising Plan……………………………………………………….….…….22

Fast Food Proposal………………………………………………………22

American’s Benefit……………………………………………….……………..23

Corporation’s Benefit……………………………………………………23

Donator Incentives……………………………………………………….25

Education Plan…………………………………………………………….….…26

Volunteer Education……………………………………………………..26

Resident Education………………………………………………………26


Implementation of the Solutions…………………………………………………..….26

Evaluation and Follow-Up………………………………………………………..…..28

Conclusions…………………………………………………………………………….29

References………………………………………………………………….….….……31


Abstract

This Capstone Project will address the importance of water to the human body and the

devastating effects a lack of clean water can have on an individual’s health. The consequences

that unclean water can have on the surrounding society and economy will also be discussed. It

will identify the problems associated with current clean water projects, along with possible

solutions to mitigate the numerous issues.

Key Words: water, Africa, clean water, poverty, health, education, clean water projects, well


Introduction and Statement of Problem

Water is a basic human necessity. Our bodies are made up of approximately sixty percent

water. Depending on weight, gender, location, and other circumstances, humans need to consume

a varying amount to survive. The lack of water, or clean water, is a devastating issue in Africa.

Consuming contaminated water can lead to a number of different diseases, the most common

being diarrhoeal disease. The World Health Organization estimates “2.5 million deaths…from

diarrhoeal disease per year” (Cameron & World Health Organization, 2011, p. 84). Numerous

projects have been executed with the hope of alleviating the water stress. While the plans for

these projects are rooted in good intentions, they do not always provide as much relief as

intended or is needed. This Capstone Project will examine the issues that arise from the lack of

clean water access and the possible solutions to mitigate the deficiency of clean water in Africa.

Justifications for the Research

Health Concerns

The lack of clean water access in rural Africa negatively affects the health of the

continent’s residents. There is a scarcity of water in general, not just clean water. Not consuming

enough water is devastating to the human body. A person may be capable of surviving long

periods without food, but no longer than a few days without water. Many of our bodily functions

rely on the consumption of water. Water is a solvent in the body. A human’s blood is made up of

over eighty percent water. Blood transports oxygen, nutrients, and wastes through the body.

Urine consists of a majority of water. It flushes the body of toxins and if the body cannot produce


enough urine, its level of wastes build to dangerous levels (Popkin, D'Anci, & Rosenberg, 2010,

p. 448).

Another purpose of water in the body is protection. If a foreign object is in the eye, water

washes it out. Water allows the body to sweat when it becomes over heated. As sweat evaporates,

it maintains the body’s temperature at a safe level (Popkin, D'Anci, & Rosenberg, 2010, p. 443).

Water also ensures that our joints move efficiently by lubricating them. Water is necessary for the

body’s digestive system. As food moves through the large intestine, the colon soaks up water to

produce defecation. Without a proper amount of water, the body can become constipated. It is

also an electrolyte that is essential for conveying nerve impulses that cause the body’s muscles to

contract (Facts on File, Inc, 2007, p. 374).

Thirst occurs after the human body’s water level decreases just one percent. After five

percent, the body becomes fatigued. At ten percent a person’s vision becomes impaired. If the

body loses twenty percent of its needed water, death can occur ("Cruising Chemistry -

Importance of Water in Diet," n.d., para. 1). The necessity of water for the human body to

function is crucial.

Water is lost frequently through urinating, perspiring, vomiting, and diarrhea. When that

lost water is not replaced the body begins showing signs of dehydration. Dehydration is a

condition that can quickly become serious. Some of the symptoms are a decrease in urination, or

very dark colored urine, constipation, dry skin, irritability, confusion, lightheadedness, rapid

heartbeat, sunken eyes, shock, high blood pressure, unconsciousness or stroke. If dehydration is

not treated it can lead to seizures, permanent brain damage, or even death (Benelam, 2010,

p. 232).


Now that the requirement of water has been established, consuming unclean water needs

to be addressed. The World Health Organization states that “contaminated water and poor

sanitation are linked to transmission of diseases such as cholera, diarrhea, dysentery, hepatitis A,

typhoid and polio” ("WHO | Water," 2014, para. 5). Diarrhea alone contributes to an estimated

840,000 deaths every year. Schistosomiasis is a disease that is caused from consuming food or

water containing parasitic worms. This disease affects approximately 200 million people ("WHO

| Water," 2014, para. 8)

There are several sources that contribute to the problem of water contamination. Some

sources of contamination occur naturally, others are from human or animal wastes, and many

sources stem from pollution produced by runoff from factories, farms, or landfills. Also, city

water pipes can become corroded which deposits metal into the water passing through

("Drinking Water Contaminants | Drinking Water Contaminants | US EPA," n.d.). All of these

contaminants are dangerous to a consumer and may result in one of the diseases listed earlier.

Societal Ramifications

Not consuming enough water or ingesting contaminated water is detrimental to a person’s

health. The poor health of many of Africa’s inhabitants prevents them from productively

functioning in society. According to Arvai and Post, “the lack of readily available clean water

also comes at a significant cost to the fledging economies and social structures of developing

countries. These costs have been linked mainly to the incidence of water-related illnesses, as sick

people cannot contribute effectively to economic and social growth, and the large amounts of

time that people spend looking for and hauling clean water over long distances” (Arvai & Post,


2012, p. 68). Besides the effects on adults, children miss school because of water related illnesses

and they are the most susceptible to death from diarrhea.

Poor health, caused by the lack of water or clean water, affects more than simply the

individual. When an individual is sick, they are unable to help support their family. The family

must in turn care for their sick family member. Not only is the individual’s participation in

societal and economic growth affected, but also that of the immediate family. That might not be

an issue on a small scale, but when a large number of individuals are affected, the surrounding

society suffers. Time is lost traveling in search of consumable water and when the water is

contaminated and people become ill, a greater amount of time is lost. “In sum, water-associated

diseases affect poor people in developing countries in a disproportionate way with extreme

poverty linked to ill-health, and ill-health leading to further impoverishment” (Arvai & Post,

2012, p. 68).

Lack of Awareness

Citizens of developed countries take their water availability for granted. More water is

used during a five minute shower than most people in Africa use in an entire day ("Water Facts:

Water," n.d.). Many do not realize how important water is for the human body or how many

people suffer from clean water scarcity. The relatively low awareness and concern about this

vital issue means there is not enough being done to alleviate the problem. Awareness produces

financing and manpower. Little can be accomplished without these two main ingredients. With

the combined knowledge of water’s importance and of its scarcity, this issue should jump to the

top of activists’ priority lists. Awareness leads to action and with a combined effort from people


in already developed countries, the dream of providing clean water to rural Africa could become

a reality. Mitigating the issue of clean water shortage could also positively affect other issues,

like poverty.

Financial Concerns

Continuing with the importance of awareness, clean water projects are costly. Digging

wells, building treatment facilities, running pipes, educating residents along with all of the other

facets of clean water projects require financial support. Water wells for Africa (WWFA) is a

nonprofit organization that has been working to provide clean water wells in Africa for over

seventeen years. It is hard to estimate the cost of a well because they vary depending on many

factors like the necessary depth of the well, village population, and the availability of skilled

workers. Water Wells for Africa estimates the median cost of a well at $7,000 ("Water Wells For

Africa," n.d.). That amount of money is astronomical to people who are already living in poverty,

but if people from already developed countries decided to participate in clean water philanthropy,

a great deal could be accomplished. Many of the water sources, wells and treatment facilities, are

not maintained properly due to a lack of continued funding. Providing a water source without

continued support is pointless in the long run. It ends up being a short term fix for an ongoing

problem and the initial cost is wasted.

Pairing of Education


Many clean water projects fail because implementing a water source is not always

coupled with providing education to the surrounding inhabitants. The water sources have to be

maintained by the locals, but without the education needed to properly sustain them, the effort is

moot. Also, many African citizens do not understand the risk of consuming contaminated water.

While boiling water before consuming it does not eliminate all hazards, it does reduce the risk.

Arvai and Post discussed how many Africans complained about the taste of boiled water and

opted out of boiling it (Arvai & Post, 2012, p. 74). This is an education issue. A greater number

of people would boil their water if they knew of the health risks associated with consuming it

otherwise.

Literature Review

Past Projects

Failure. While there have been many clean water projects implemented, not all have been

successful. When these well-meant projects fail, financial loss is a concern as well as the

disheartening effect it can have on the residents. Starkl, Brunner, and Stenstrom cite three major

factors that cause clean water initiatives to fail, a lack of infrastructure, an issue of improved

infrastructure that does not provide enough clean water, and the development of new

technologies without considering the potential for new obstacles (Starkl, Brunner, Stenstrom,

2013, p. 6102). They list a lack of infrastructure because over a billion people live without access

to an enhanced water supply and 2.6 billion people do not have access to better sanitation. The

main problems with improved infrastructure that does not sufficiently provide for residents are

its operation and maintenance needs. Improved systems still allow for “hidden failures.” These

types of failures occur when residents receive unsafe water because the sanitation treatment


process becomes insufficient, but the problem is undetected (Starkl, Brunner, Stenstrom, 2013, p.

6104). If the water source is not properly maintained many things can occur such as, corroded

pipes or leakage of wastewater into the clean water source. Traditional methods for obtaining

water (example: collecting rainwater) are being replaced with alternative systems. These

alternative “green technologies” were implemented because they were believed to be sustainable.

The issue with these systems is that economic, social, and institutional aspects were not taken

into account, which increased their risk of failure (Starkl, Brunner, Stenstrom, 2013, p. 6102).

Huby and Stevenson attribute failures of technology to financial constraints, lack of

community participation, neglect of female views, and past failures. Inappropriate technology is

caused by an oversight of social aspects. A certain technology may work for one community, but

may not produce an adequate amount of water for another. Many projects have failed because of

a withdrawal of donor funding. It is not enough to fund the implementation of a clean water

source without securing its longevity (Huby, Stevenson, 2003, p. 197). The lack of community

participation is due to a lack of education on the system and the risks involved with consuming

contaminated water. While water is vital, its cleanliness does not always rank high on rural

inhabitants’ priority lists. To ensure success, implementers must take responsibility for educating

the local residents. Women are the primary water gatherers in rural Africa, but their views do not

take precedence. The need for water in a close proximity is not a main concern of the community

because it appears to benefit only women, which is of little concern. Therefore, community

participation is low. In addition, when past clean water projects have failed the community is

hesitant towards future initiatives (Huby, Stevenson, 2003, p. 198).


Success. Acknowledging the issues that have arisen from past projects is the key to successful

projects in the future. A clean water project cannot be treated as a one-dimensional problem. It is

crucially important to consider economic, social, and institutional aspects, as well as financial,

educational, and environmental. In the projects that have succeeded, “policy design, planning,

implementation, and monitoring” (Starkl, Brunner, Stenstrom, 2013, p. 6109) were wholly

regarded.

Different Approaches

There are numerous approaches to providing clean water. They vary in cost, amount of

production, and by location. The systems that are used most frequently are water wells, reverse

osmosis, sand filtration, and water stills. Water wells are built with the sole purpose of providing

ground water, which may not be acceptable in all geographical locations. Reverse osmosis is an

exceptional choice for desalinating water, but requires large amounts of energy and may not be a

viable option in locations where energy is expensive. Water stills are run off of solar energy, but

only produce small amounts of clean water. Sand filtration is used mostly in highly developed

countries because it requires mechanical skills to operate and maintain. There are benefits and

detriments to each water treatment choice.

Digging Wells. Water wells are only efficient if the condition of the source’s water is taken into

account. In different areas, there are various environmental contaminants. The water must be

tested to identify which water treatment is needed to produce safe water (Foster, 2013, para. 2).


The drilling of wells is also an issue. The drilling plan frequently depends on an area’s geological

arrangement. In some areas, there may be no ground water to access. Drilling a full size well

initially would be a costly mistake. Small boreholes are usually made to identify where ground

water is available before widening the diameter. The fact that groundwater is not available in all

areas prevents wells from always being a viable option (Foster, 2013, para. 7).

Reverse Osmosis. Osmosis is a natural occurrence in which water moves from an area of high

water-low salt concentration to an area of low water-high salt concentration. An outside pressure

can be applied to reverse water’s natural flow, which is known as reverse osmosis (Stover, 2014,

p. 39). Reverse osmosis is a membrane procedure in which the smallest contaminants can be

discarded (Macedonio et al., 2012, p. 5). These systems consume a high amount of energy that,

depending on energy costs in the area of interest, could make this process unfeasible. Although,

in an area that has low energy costs, this is a reliable and established method for providing clean

water (Stover, 2014, p. 44). Reverse osmosis also requires manufactured equipment and

specialized labor. These are important factors to consider if the project’s ownership is planned to

be given to the local community (Hokanson et al., 2007, p. 5). Education and extended financial

help may be necessary.

Slow sand filtration. Sand filters are significant in water treatment because they eliminate

remaining solids after flocculation and sedimentation in order to produce low-turbidity waste

(Adelman et al., 2012, p. 999). Flocculation is a process in which insoluble particles, floating all

through the water, are being treated and the particles are pulled out of suspension to form flakes.


Sedimentation is a process in which the water and flakes of particles are sent through a filter of

coarse sand or other granular media. The flakes, formed from flocculation, are caught in the filter

and only the water flows through. Traditional sand filtration technologies have only been

practical in developed countries because of their mechanical sophistication. “Large-scale water

treatment processes have generally been developed for application in a ‘First World’ milieu

where electric grids are reliable, technical expertise is available to support operation and

maintenance, supply chains exist for replacement of machined parts, and communities have

sufficient economic resources to afford sophisticated treatment systems” (Adelman et al., 2012,

p. 999). However, a new technology called stacked rapid sand filtration has been developed and

it is believed to be a more sustainable procedure. Backwashing is a preservation measure that

allows the filter to be used again. The term refers to the pumping of water backwards through the

filter. Backwashing, in traditional sand filtration, requires costly methods such as “electric

pumps, elevated storage tanks, or large banks of parallel filters” (Adelman et al., 2012, p. 1007).

A stacked rapid sand filter is self-backwashing and it does not entail any electrical equipment.

This technology has only been tested in a laboratory setting and on a small scale. It sounds

promising, but is only in the beginning stages of research.

Water stills. Solar water stills are popular for their low energy cost and sustainability, but their

production rate is much lower than other desalination technologies. The current research in this

area is concerned with creating higher production rates while keeping costs low. One study found

that by adding a hollow slow rotating cylinder inside the still, raised the rate of production by at

least 200% (Ayoub & Malaeb, 2011, p. 27). In the simplest form, a solar still consists of a clear


roofed basin in which the water to be evaporated is contained. The sun heats the water; it

evaporates and then condenses when it hits the cover, which is cooler. When it condenses, it

drips down into a channel. Many modifications to produce a higher productivity have been

introduced, but many have added an undesirable cost. The proposed cylinder addition is a cost

effective method that increases the output by a substantial amount. The rotating shaft inside the

solar still constantly breaks the water surface and it increases the area of evaporation (Ayoub &

Malaeb, 2011, p. 28). The low cost and higher output of this solar water still could be an

attractive method for rural areas.

Obstacles

There are many other obstacles, besides cost and production rate, that must be taken into

account when implementing a clean water initiative. Educating the local residents on the

importance of clean water for their health and the maintenance involved in caring for their water

source are key issues to consider in order to produce a successful project. Educating the workers

and volunteers on whatever cultural barriers they may face in a specific area is an issue that has

been overlooked in the past. The women are the main gatherers of water; therefore, the men give

little priority to obtaining a close proximity water source. This is an example of an issue that

workers and volunteers need to be aware of in order to be prepared for how to handle certain

situations that they may encounter. Education is a major obstacle that if taken into account, could

lower the risk of project failure.


Education. As mentioned earlier, many clean water initiatives fail because education is not

coupled with the physical implementation. Regardless of what kind of technology is being

introduced, it will be manufactured. Man made products need regular operation and

maintenance. It is not enough to provide production of clean water without teaching the

surrounding community how to run and take care of the equipment. Many wells, and other water

projects, sit unused because they were not properly maintained and are no longer suitable to

utilize (Huby & Stevenson, 2003, p. 197). These failures result in a loss of water, money, and

create a negative perspective towards future projects.

Cultural Barriers. Coupling education with the physical and financial aspects of implementing

clean water plans is important for many reasons. Volunteers from developed countries are aware

of the significance of providing clean water to developing countries, but they may not have been

educated on the cultural barriers they may face when attempting to conduct the projects. Many

Africans do not understand the danger of consuming contaminated water, therefore, they may not

see clean water initiatives as high priority issues (Arku, 2010, p. 238). In addition, men are

affected very little by the long travel times associated with collecting water. Some women spend

more than six hours daily on travel and collection of water for their household (Lohan, 2010,

p. 57). Women do not have much of a voice in many rural African communities and because of

this factor, a close proximity water source is of little concern to the men (Huby & Stevenson,

2003, p. 197). These are just a few examples of cultural differences that workers and volunteers

must be made aware of before becoming involved in an international development project.


Volunteer Costs. Financial concerns are also issues that need to be considered. The costs on the

volunteers and implementation costs are surface concerns that require fundraising. Volunteers

must take off work and pay their own travel costs. This is acceptable, but does reduce the

potential pool of people that would otherwise be willing to provide labor and their expertise. If

there was a higher level of awareness and fundraising, there may be a possibility to lower these

expenses. With lower travel expenses, more volunteers may be enthusiastic for the cause and be

willing to sacrifice their time to assist.

Implementation Costs. In addition, clean water technologies are expensive. With a water well’s

implementation cost being approximately $7,000, that would be 350 donations of $20. That does

not seem to be a difficult feat, but that is only one well and there are hundreds needed across the

world. Many teams have raised just enough money to build the source, but not enough to sustain

it for any length of time after implementation. Without additional funds to maintain the source,

villagers will be no better off than they were before. Many of the villages where a clean water

source is needed do not have the luxury of donating even a small amount of money to the

source’s maintenance. These rural communities need further assistance with setting up their own

fundraising efforts and policies (Huby & Stevenson, 2003, p. 197).

Awareness

Fundraising. Fundraising campaigns raise awareness and financial support. Studies have shown

that Americans contribute more than $240 billion to nonprofit organizations annually, but they


are selective of which organizations they support (Waters & Tindall, 2011, p. 21). Different

theories exist on the most productive fundraising strategies. One theory suggests that people are

more likely to donate to community organizations so they can see the results of their donations.

Another theory proposes that this connection may be recreated by providing donors with visuals

and success stories (Waters & Tindall, 2011, p. 21-22). The press agentry theory is driven by

emotional appeals to the public and is believed to be the least ethical technique. Public

information fundraising is based on providing the public with factual information and trusting

them to make the right decision. This is considered the most ethical method of advertising, but

does not always generate the best results. The two-way asymmetrical method of fundraising

studies the interests and preferences of their donors in order to appeal to the partiality of future

donors. The two-way symmetrical approach searches for mutual ground between the donor and

the organization about their expectations. Most nonprofit organizations utilize a combination of

all of the theories listed (Waters & Tindall, 2011, p. 23).

Waters and Tindell (2011) conducted a study on the correlation between media coverage

and the fundraising efforts centered around the 2004 Asian tsunami. While the world’s water

crisis is not a natural disaster, it could be considered equally important. The study found that

American citizens were more likely to donate financially when they had been exposed to mass

media news coverage of the crisis. It was also discovered that the use of online media produced

positive results. Using public media outlets produces awareness, which in turn provides financial

backing (Waters & Tindall, 2011, p. 36).


Lack of Manpower. Awareness is vitally important for the success of clean water initiatives for

more than one reason. It not only raises funds for the projects, but it also has the potential to

provide more workers. Financial support is imperative, but there is a need for skilled volunteers

as well. There must be an array of skills represented among these volunteers. As this paper has

shown, a clean water team should be a group containing mechanical, cultural, and educational

specialists, as well as marketing and public relations specialists for fundraising. Every aspect that

could affect the successfulness of a clean water initiative must be considered.

The problems with past clean water projects that have caused their failures have been

identified. Obstacles that could develop an issue have been presented. Different available

technologies have been discussed. Diverse awareness and fundraising theories have been

acknowledged. With water being of an utmost importance for the human body, and Africa’s

water crisis being at such a devastating level, it is imperative that all different avenues be

considered and deliberated.

Application of the Literature to the Statement of Problem

Cost Effective Method

Many of the villages that are in need of sanitation treatments for water are located along

African rivers. The river water is unsanitary due to things like continual bathing, litter, and

animal wastes. Villages that are located near a river are prime sites for the implementation of a

water well. Water wells are not an available option if there is no ground water to access, but they

are the most prevalent and cost efficient clean water initiatives that are currently implemented. In


order to develop a cost effective method, this paper will narrow its’ focus from Africa to villages

that possess groundwater to access.

According to Water Wells for Africa, the estimated cost of a water well implementation is

around $7,000. The process of implementing a water well begins by locating an appropriate

location that is in close proximity to the village. “Each well is drilled to an average of 15 Meters

below the aquifer level. After a sufficient depth has been reached a 4-inch diameter polyvinyl

chloride casing is installed to protect the well from collapse and debris. Once the rest of the

system is in place, a temporary pump is placed over the well to monitor the water quality and

output. If after one week it meets regulation, it will then be finished at the surface with a stainless

steel positive displacement hand pump and mounted on a concrete slab” ("How To Build A Well :

Water Wells For Africa," para. 3). This approach appears to address issues concerning future

contaminations. Water Wells for Africa also cites that for every dollar invested in their clean

water initiatives, there is a nine dollar return in the community. Providing clean water in a close

proximity allows the inhabitants more time for other productive activities and prevents them

from becoming incapacitated due to waterborne illnesses.

Overcoming the Obstacles

A lack of pairing education with the implementation of a clean water source is a major

problem that causes many initiatives to fail. The residents in the surrounding area of the water

source need to be trained and educated in the maintenance and operation of whichever source has

been implemented. The villagers must be taught how to troubleshoot a problem and how to

address it. Another issue that must be taken into account is the accessibility and affordability of


replacement parts. The Afridev Hand Pump is the pump of choice for Water Wells for Africa.

Their website boasts, “It has a life of 20 years and all replacement parts are easily found in rural

areas at affordable costs” ("How To Build A Well: Water Wells For Africa," para. 4). Afridev’s

website states that the hand pump’s parts are non-corrosive, which contributes to its’ longevity. It

also informs the reader that the installation and maintenance is easy even at a village level of

education ("Afridev Deepwell Hand Pumps Exporters India | Afridev Deepwell Hand Pumps

Manufacturers India | Afridev Hand Pump Producers | Afridev Hand Pump Traders | India," para.

1).

These are all important issues to consider when choosing which products to implement. A

product that is easily maintained and has parts that are available within a close proximity at an

inexpensive cost would be a better choice than a product that is complicated and expensive. In

order to pair education with the implementation, a simple and reliable product would be ideal.

The leaders in the community, the ones who will be in charge of the water source, should be

involved in all aspects of the installation process. They should also be taught how to identify a

problem and address it. Even with a life of twenty years, manufactured products are not

infallible.

Educating the inhabitants is not the only education need. The workers and volunteers

should be made fully aware of the cultural barriers that they may face. Women are not perceived

as equals as they are in the United States. Female volunteers may not feel as respected as their

male counterparts. The inhabitants may not understand the importance of clean water to their

health. If water’s importance is not held in high regard, volunteers may experience a disinterest

in the implementation and maintenance process. There will most likely be a language barrier. A


contact that is fluent in the native language and English would be a vital requirement. The

volunteers need to be educated on the culture that they will experience and be taught how to

respectfully handle potential circumstances.

Proposed Solutions to the Problem

Awareness Plan

Social Media. With the utilization of social media, clean water awareness could be spread

quickly and almost effortlessly. “In recent years, social media has emerged as a popular medium

for providing new sources of information and rapid communications” (Yin, Lambert, Cameron,

Robinson, & Power, 2012, p. 52). A news story about the lack of clean water and its’ implications

or a link to a donation site could be shared with thousands with one click of a computer mouse.

With the emergence of social media sites, awareness movements have taken a completely new

meaning. Social media has improved the power of person-to-person discussion concerning

various issues by enabling each social media user to communicate with hundreds of other users

simultaneously and with little effort (Mangold & Faulds, 2009, p. 361).

Most Americans like to feel as if they are helping to make the world a better place, but

normally with as little effort as possible. Internet has made donating and raising awareness

simpler than it was just a decade ago. If a social media user shares a story with their 300 friends

and five of those friends share the story, and so on, the story has reached far more people than

would be possible without the use of social media networking. Utilizing social media platforms

provide instantaneous and widespread results. An idea can travel from New York to California in


seconds. Facebook, Twitter, Instagram, Vine, and many more social media sites provide an

invaluable avenue for raising awareness for clean water initiatives.

Visual Stimulation. Studies have shown that donators are more willing to contribute financially

when they are able to see the results of their involvement (Waters & Tindall, 2011, p. 21). This

means that pictures and videos should be utilized frequently. The organization could possibly

develop a live blog that contributors could visit in order to follow the project’s progress if they

chose to. The blog could be updated regularly with visuals, photographs and videos. It could also

provide a discussion forum for donators to ask questions and converse with one another about

the issues that their funds are assisting to alleviate.

Fundraising Plan

Awareness and fundraising are two separate entities, but they technically serve the same

purpose. With a greater amount of awareness of the devastating effects of consuming

contaminated water and the vast amount of people that suffer from a lack of acceptably clean

water, the greater amount of people will be attracted to supporting the cause financially.

Fundraising is a vital issue for clean water initiatives. Nothing can be accomplished without

financial backing to purchase the materials, fund the labor, provide travel expenses for the

volunteers, and to grant education to the surrounding inhabitants. A fundraising plan needs to be

developed that reaches a large number of the world’s population and provides potential donators

an easy way to contribute. The less effort for the donator, the more willing people will be to give.


As the United States is one of the wealthiest nations, that is where this paper will focus its’

fundraising effort.

Fast Food Proposal. Fast food restaurants are establishments that the majority of Americans visit

on a regular basis. In this country, citizens are accustomed to instant gratification. Fast food

restaurants provide easy, cheap, and fast services for their customers that fit conveniently into

hectic lifestyles. Most of the chain restaurants have meal options that include a side, usually

French fries, and a soft drink. If one, or more, of the fast food chain restaurants in the United

States allowed for an option for their customers to choose water instead of a soft drink and the

money were then donated to clean water initiatives, fundraising may skyrocket. Soft drinks

usually range between one and two dollars at these restaurants. Many customers may choose a

soft drink simply on the knowledge that they are paying for it regardless. If they were given the

option to choose water and the money that would have gone towards a soft drink was donated to

clean water projects that would provide an easy way for American citizens to contribute. A small

amount of money per customer would surely add up to a significant amount if a large quantity of

consumers chose the charitable option.

American’s Benefit. Weight management is an issue for many Americans. Fast food is rarely a

healthy choice, but its convenience may outweigh the effort required for healthier options. Soft

drinks are only an addition to the unwholesome choices that fast food restaurants have to offer.

“In the United States, consumption of sugar-sweetened beverages, particularly soft drinks, has

been associated with rising obesity and diabetes. Sugar sweetened beverages contain large


amounts of refined sugars, conferring a high glycemic load while having poor satiating

properties, which is believed to contribute to excessive weight gain, the metabolic syndrome, and

insulin resistance” (Basu, McKee, Galea, & Stuckler, 2013, p. 2071). Choosing water instead of

a soft drink would not only be beneficial for clean water charities, but also for the health of

Americans.

Corporation’s Benefit. This type of corporate philanthropy is called “cause-related marketing.”

The company agrees to donate if the customer makes the exchange of a soft drink for water

(Dean, 2004, p. 91). In this case, the money being donated is actually that of the customer, since

fast food restaurants rarely charge for water. The restaurant that chose to participate in the

charitable act of clean water funding would receive great publicity with virtually no cost to them.

The company may experience a small loss from their soft drink mark up, but a larger consumer

market and a charitable tax deduction could possibly counteract that. “As a general rule,

individuals and corporations are allowed to deduct the fair market value of contributions to

qualified charitable organizations” from their taxes (Connolly, 2013, p. 5).

Customers may choose a restaurant that participates in charity over one that does not. As

stated earlier, many American citizens are attracted to the idea of charity, but most would prefer a

trouble-free way to participate. Many citizens may even go out of their way to support businesses

that contribute to charities and causes that the customer personally believes in. Studies have

shown that the American public favors companies that display social responsibility, “obeying the

laws and ethical norms, treating employees fairly, protecting the environment, and contributing

to charities” (Dean, 2004, p. 92).


The option of choosing water would still leave the consumer with a choice of whether to

donate or not. They would be able to receive a soft drink without any repercussions or negativity

if that is what they chose. It would simply be an option, but many American citizens would most

likely donate even if they preferred to drink a soft drink. Dean (2004) cites an example of cause-

related marketing and the generosity of the American public. “In 1983, American Express

launched a campaign to raise money to renovate the Statue of Liberty. The firm promised to

donate a penny to the renovation for each use of its credit card and a dollar for each new card

issued in the United States” (Dean, 2004, p. 92). Dean compared the usage of American Express

credit cards and the amount of new cards opened with the previous year. He found that there was

a 28% increase in card usage and a considerable rise in new cards that were opened (Dean, 2004,

p. 92). This is an example of how a company can gain and be charitable simultaneously, due to

the generosity of the American public.

In 2003, there was $240.72 billion donated to charitable organizations from Americans.

One might find it surprising that only 5.6% of that amount was contributed by corporate

philanthropy (Santelmann, 2004, para. 5). Successful corporations account for a large amount of

the American economy and can benefit in many ways from maximizing their involvement with

charity organizations. Corporate philanthropy provides many benefits other than financial profit,

such as establishment of goodwill with the public, differentiation of the corporation from its

competitors, superior customer approval of price increases, amplified employee morale,

attraction of new employees, use as a defense against criticism in period of crisis, and improved

profits (Dean, 2004, p. 92).


Donator Incentives. Mangold and Faulds (2009) cited many companies that employ a rewards,

contest, or voting programs. These marketing strategies work to engage customers and give them

a sense of ownership (Mangold & Faulds, 2009, p. 362). There could possibly be a plan

developed where for every donation, the person is entered into a contest to become a volunteer

on one the clean water projects with no out of pocket cost to them or they could choose some

other prize if they did not have an interest in the hands on aspect of volunteering. They could

possibly win a trip to the village that is benefitting from the clean water source that their

contribution helped implement and be able to meet the people that are profiting from their

generosity. The more people that are aware of the water crisis, the greater number of people will

become emotionally tied to the cause of alleviating water scarcity, which will lead to greater

number of volunteers and financial support.

Education Plan

Volunteer Education. The lack of education is one of the main reasons that clean water projects

fail. Initially, there should be an education course for volunteers. Immersion into a different

culture without any preparation would be at the very least shocking, if not disastrous. Many

things that are acceptable in American culture may be offensive in other cultures. Variations

between the volunteer’s native culture and the culture of the local inhabitants where the

volunteer will be stationed is vital for the necessary functioning of the clean water project.

Resident Education. Education also needs to be incorporated into the implementation aspect. The

area’s inhabitants that will be responsible for the clean water source, possibly a committee of


local leaders, should be involved in the implementation of the source. They should be shown

step-by-step how to assemble, disassemble, and then reassemble the mechanism. There should be

an education course for these individuals after the source has been finished. This course should

instruct the committee how to identify a potential issue and address it properly.

Implementation of the Solutions

The utilization of social media to raise awareness for the importance of clean water will

reach a large amount of individuals. The number of people that will become aware of the water

crisis will grow with every person that shares a link. The more people that see the story, the more

supporters clean water projects will have. The more supporters that the issue has, the more

volunteers and funds the initiatives will possess. Social media can be an invaluable tool to spread

awareness for clean water initiatives. If a popular fast food restaurant, or multiple restaurants,

decided to allow their customers the choice to drink water and be charitable, the funds raised for

clean water projects would be vastly greater than they are presently. Many American citizens

would benefit from the healthier beverage choice, as well as the benefit for rural inhabitants

desperately in need of clean water. At this point, awareness and financial support has been raised.

Volunteers that chose to participate in the implementation of the clean water source

would spend the week prior to their departure learning about the specific culture that they would

soon be experiencing. They would be taught what and what not to do and say. Volunteers would

participate in staged situations that could potentially arise. They would be taught how to handle

the situations, which will better equip them to handle whatever issues they may encounter during

their mission. Upon arrival, the volunteers will meet with the native leadership committee that


will be in charge of the water source after the implementation team has departed. They will

spend a few days becoming acquainted with the committee members, addressing their concerns,

and educating them about the different aspects of the clean water source, including

implementation, maintenance, fundraising, troubleshooting, and locating necessary replacement

parts.

The native committee will be present during the entire implementation process. They will

be shown what each piece is and does. It will be explained to them what to expect if a certain

piece needs to be replaced, where to find a replacement piece, and how to install the piece once

they have possession of it. They will be included and involved in every aspect of the project from

start to finish. They need to be knowledgeable about every facet involved in the maintenance of

the clean water source. The volunteers will also spend time with the other villagers, educating

them on the importance and necessity of consuming clean water as opposed to contaminated

water.

Evaluation and Follow-Up

A few of the volunteer team members will return to the area one year after the water

source has been implemented. They will analyze the cleanliness of the water source to determine

if the source has been compromised in anyway. They will also assess the general attitude of the

surrounding inhabitants and help address any issues that the leadership committee has

encountered. This will assist future projects in identifying issues and help to prevent problems

before they occur. The ultimate goal is to provide a clean water source, assist in its’ maintenance

for a short period, but with the hope that the leadership committee will eventually be able to

sustain the source on their own. Optimistically, the leadership committee and the surrounding


residents will be able to sustain the water source on their own after the volunteer team departs

from their second visit.

This second visit is important to ensure that the clean water system is working properly

and that the residents are not receiving contaminated water. It is also imperative to make certain

that the source can be sustained locally. In order to execute as many clean water projects as are

currently necessary, each project will only be able to be supported externally for a short period of

time, preferably for no longer than one year after implementation. The expectation of the

volunteer’s second visit would be that the source is still functioning properly, it is producing

clean water, and the leadership committee has developed a successful plan of funding the

source’s maintenance.

This is the perfect opportunity to develop a fundraising contest for donators. The second

visit does involve some technical issues, but the project has already been completed. The contest

winner would be able to meet the people that are benefiting from the clean water supply. They

could possibly hear stories from the residents about how the project has affected their lives and

what their lives were like before. This experience may even convince the contest winner to

become an occasional volunteer for future clean water initiatives. In addition, the winner of the

contest could become a marketing tool for further fundraising and awareness efforts.

Conclusions

Following the assumption that awareness is raised through social media and the fast food

fundraising proposal is accepted and effective, a greater number of clean water projects will be

able to be implemented and the number of enthusiastic volunteers will rise. Both of these


accomplishments are vital to mitigating the scarcity of clean water in Africa. Nothing can be

accomplished without financial backing and a workforce, which is why awareness and

fundraising is so imperative. The more clean water sources that are implemented, the greater

number of people will experience the health and societal benefits that accompany the presence of

clean water. Providing clean water is the first step to alleviating the world’s poverty level. Since

water is necessary for life, it should be considered a basic human right. People who are blessed

with an abundance should find it their duty to assist in providing a basic human right to those in

need.

With the implementation of a successful clean water source and educating the leadership

committee on its sustainability requirements, the residents that surround the source should

experience a decline in ill health. The presence of clean water provides a higher level of hygiene

and lowers the risk of disease. This will lead to a greater amount of available time to be spent on

productive activities, as opposed to days spent in the hospital or sick at home. If more time is

available for productive activities, there should also be a rise in economic and social

development. With an incline in economic progress, a decrease in the poverty level should

follow. Providing clean water is the first step in lessoning the burden of poverty. Without sanitary

water to drink, bathe with, or cook with, poverty will remain prevalent in African society.


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