Apple Instant Donations

In times of disaster, the first 48 hours is everything. I noticed that with the time it took me to research charities and get through their websites, more time than this was going by before I donated. I wondered if there could be a way to get that time to zero. Below is the original pitch video while I made at Digitas, and brought to leadership ar Apple when I worked there. This idea moved through an incredible process at Apple, shaped by brilliant people including Tor Myhren, Mark Laughlin, and Randy Pikul. Where it ended up is here: https://www.apple.com/newsroom/2016/11/a-touch-of-giving-with-apple-pay/