On Tuesday morning, Sachin Tendulkar made the day for seven children from various non-profit organisations in the city by holding a short cricket coaching session for them.
The coaching camp was part of Tendulkar’s contribution as the brand ambassador of the Joy of Giving Week — an annual nationwide campaign to encourage people to donate money and share time with the less fortunate.
Launched last year by GiveIndia, a non-profit forum providing resources to several NGOs, the campaign generated more than Rs 10 crore in its first year. This year, the Joy of Giving Week will be held from September 26 to October 2.
“In a one-day cricket camp, a child’s technique cannot improve, but this is more about sharing happiness and good feeling,” Tendulkar told the media after the coaching camp.
He added that the goal for this year’s Joy of Giving Week should be more than Rs 10 crore.
“There are plenty of needy people in India, and it is our duty as the privileged ones to come out and help them.”
In 2009, more than 200 NGOs, corporate houses and educational institutes from 40 cities put together events for the benefit of more than 20 lakh people.
The events included an online donation contest by GiveIndia, which raised Rs 91 lakh, and a collective effort by five-star hotels in Chennai to raise money for 50 NGOs in Tamil Nadu.
“In the first year itself, the Joy of Giving Week became India’s largest philanthropic event, and it has the potential to grow into a global campaign soon,” said Venkat Krishnan, founder of GiveIndia.
This year, the campaign will be hosted and co-ordinated by Goonj, an organisation that managed to gather donations of used clothes, utensils and toys worth Rs 5 crore last year.