Small Army, a small ad agency with virtually no nonprofit experience, is behind what may be this year's most attention-grabbing new event: Be Bold, Be Bald.  

 

After the Massachusetts firm's cofounder lost his fight against cancer, colleagues were inspired to create this offbeat program.  Participants pledge to wear a latex bald wig all day on September 17 in exchange for donations that will be contributed by Small Army's foundation to cancer-related charities.

 

Small Army didn't intend to run the whole program.  They offered to create the event for several existing nonprofit organizations, but they all turned it down as too edgy.  

 

In addition to the quirky concept itself, Small Army has launched several impressive innovations:

 

-- The "Balderizer" enables participants to create hairless digital images of themselves to share with supporters via email or social media.  (That's me above.  Click on my hairless dome if you'd like to contribute.)

 

-- Participants can vote for the type of cancer or specific group they are most passionate about.  The Small Army for a Cause board of directors will take that into account when it's time to divvy up the proceeds.

 

Inexperience opened Small Army's eyes to new ways of fundraising, but it also led to some rookie mistakes. Example: They had to repeat a mailing of bald wigs at first-class rates after realizing a third-class mailing might not arrive on time.

 

"There has been a steep learning curve and we've often had to work very late into the night," said Account Director Melissa Dowler.

 

Looks like the missed sleep will be worth it, however.  More than 1,500 people have signed up and the average (nonbinding) fundraising goal is $500.

 

The Point:  No, bald wigs are not for everyone, but every group should seek new approaches to refresh their events in 2010.  (You'll find one right below!)