11 3 / 2012

Show me the money.

According to Jason Russell’s appearance on the Today show several days ago, over 500,000 action kits have been ordered at $30 a piece, meaning this campaign has brought in a minimum of $15M in revenue this week. This is great news: at least 500,000 people are “advocate[s] of awesome” according to the group’s webstore! So where’s that money going? I’ll leave it to Jedidiah Jenkins, Invisible Children’s Director of Ideology:

Thirty-seven percent of our budget goes directly to central African-related programs, about 20 percent goes to salaries and overhead, and the remaining 43 percent goes to our awareness programs. […] But aside from that, the truth about Invisible Children is that we are not an aid organization, and we don’t intend to be. I think people think we’re over there delivering shoes or food. But we are an advocacy and awareness organization.”

Yes, you heard it from Invisible Children: more money goes to awareness than to Africa.

More detailed breakdown from the Guardian's Julian Borger, John Vidal, and Rosebell Kagumire in Kampala, Uganda:

"Invisible Children’s accounts show it is a cash rich operation, which more than tripled its income to $9m (£5.68m) in 2011, mainly from personal donations. Of this, nearly 25% was spent on travel and film-making. Most of the money raised has been spent in the US. The accounts show $1.7m went on US employee salaries, $850,000 in film production costs, $244,000 in “professional services” – thought to be Washington lobbyists – and $1.07m in travel expenses. Nearly $400,000 was spent on offices in San Diego.”

Information about how they intend to spend their windfall 2012 revenue of a bare minimum of $15M has not been released, but as I wrote earlier, at least $3000 would’ve gone to flying me to both San Diego and Africa had I allowed them to do so. (Story behind that at the bottom of this post.) If I were Invisible Children, I’d start talking about where this new money’s going. I’m emailing Jason and Ben a link to this post to see if they’re willing to post a financial plan for the year ahead - is there yet another film in store?