Volunteer Opportunities

Our objective is to make sure volunteers are doing more than giving back (or for that matter “giving forward” but that they are also engaged in volunteerism that allows them to grow intellectually and emotionally while also improving their skills, and value to employers (if that’s a focus for the volunteer). Before reading the volunteer types, it may be useful to read about the Giving Forward business model and history of the idea.

  • HR Manager: Giving Forward operates using volunteer power. Getting the right volunteers and having them work effectively in teams requires specialized volunteers skilled in recruiting, interviewing and people management.

  • Project Manager: Our projects have many moving pieces. The tech project managers tend to be scrum masters, while the editorial and marketing project managers can choose to use whatever method they think works best to move projects forward.

  • Marketing Manager: The Giving Forward brands/titles will have their own marketing needs, starting with HollywoodHerald.org, our launch domain. Audience development (otherwise known as marketing for readers) includes the management and “trafficking” of Public Service Announcement (PSA) display media banners to publishers. ad exchanges and ad networks who have unsold banner inventory they can donate to us. We also have other marketing needs and projects including PR and social media marketing, as well as SEO.

  • Writer / Reporter: We hope to get content donated from third-party content creators including those in Hollywood, Music and Sports. Sometimes we need to collaborate with those donors to co-create the content. In other cases we may be creating the content ourselves, reporting on the Celebrities, and news in general.

  • Nonprofit Liaison: Once we have launched HollywoodHerald.org, and additional titles, we’ll need to coordinate with nonprofits to “cover” and report on their fundraising events, and in some cases orchestrate the creation of content by their better known fans. That content powers our platform which then generates revenue for the cause. The participating nonprofits will also help promote the content, because the more of their supporters consume the content, the more ad revenue we can share with them.

  • Graphic Designers: Designers play a role not only in designing elements of our web presence and custom images for content, but also in creating marketing materials that we use to explain our cause marketing business model.

  • Programmers: In addition to WordPress related programming (Javascript/frameworks, HTML, CSS and PHP with a MySQL back end), we also have some projects that require development in other languages including Go(lang), Python and Node.js. To determine whether to assign you to the Core SCRUM team or one of the other projects, we’ll probably ask for you to do an assessment.

  • Ad Operations: We’ll need help with both forms of Ad-ops.

    1) Managing our PSA (public service announcement) inventory: We’ll have an opportunity to put IAB size banner ads on other publisher’s sites in unsold ad inventory. Those banner ads will lead folks who click to a Giving Forward site (probably Hollywood Herald to start)

    2) Monetizing the pageviews and video-views we get when readers arrive via any source (including having clicked on a PSA ad). We’ll test different mixes of ad exchanges and monetization providers.

We may have missed some areas of our business in the list above and you may have some unique skill that you believe might be helpful in us realizing our objective of thousands if not millions in advertising driven donation revenue going to all sorts of worthy causes. If you are interested in any of the above or have additional ideas, please email volunteers at givingforward dot org. Feel free to include a resume, link to your LinkedIn and how many hours a week you plan to have available, as well as any pertinent information.

Business Donations: How you can help (Agencies, Design Professionals, Writers and Video Producers):

IAB size banner designs: We expect to procure several billion display media banner impressions within the media ecosystem to drive clicks to Herald Times. Regardless as to whether we get 10 million or billions of donated impressions, the banners we run need to be GREAT. That means a high CTR (clickthrough rate) is best. Engaging and provocative banners that border on click-bait, but remain tasteful so that the publishers donating the inventory feel that we have not detracted from the experience. We’ll need fresh banners regularly and the ones that deliver the highest CTR to the higher-yielding categories of articles will, of course, get the heaviest rotation. For details on what we need, see our BANNERS PAGE.

Run Our PSA Display Media Banners: We will even let you select the nonprofit that gets the “readers choice” 25% of our revenue when you include that nonprofit in the UTM of the landing page. There are several ways that you can run our display media advertising banners if you are an advertiser, an agency, a publisher, an exchange, a market research company or another player in the ad-tech ecosystem who needs a “g-fill” guaranteed fill ad as a PSA. To grab the banner creative and ad-tags visit our PSA page. The banner impressions we want are from a variety of scenarios, including but not limited to:

  1. Unsold publisher inventory: When bids for impressions don’t reach the minimum that the publisher is willing to accept typically there is an ad “trafficked” into “priority 14” in the publisher adserver. We’ll gladly take that slot and monetize on behalf on the nonprofit you pick
  2. Passback inventory: Sometimes an ad impression is passed back to the publisher adserver. (also into priority 14). We’ll take that passback
  3. Brand unsafe ad impressions: Often DoubleVerify, Moat, IAS or another technology will categorize the page of a publisher site as “brand unsafe” for a particular advertiser. We’ll gladly take that impression and monetize it for the nonprofit the publisher selects
  4. Advertising research “control” groups: When advertisers or their agencies want to measure the effectiveness of an ad, a targeting method or a particular large publishing deal, they take a small percentage of the purchased impressions and run a PSA. We’ll take that impression and monetize it on behalf of any cause.
  5. Abandoned impressions: Sometimes an ad exchange, SSP or other ad-tech player has been instructed to fill unsold ad-slots rather than pass-back the impression to the publisher (because the publisher has to pay the adserving company even if they serve a PSA). We’ll take that impression
  6. Catch-all PMP donated impressions: The programmatic plumbing in the advertising technology world is quirky. If an impression is about to get passed back to the publisher due to being unsold, if there is a PMP deal in place for a $.01 CPM with Herald Times / Giving Forward, that impression will come to us directly without pinging the publisher adserver again (at least that’s what the programmatic experts tell me). The idea is that as a publisher you don’t actually bill us the $.01 CPM but rather donate it. It’s a bit of a “hack” of the system that allows us to grab the impression without unnecessary passbacks and load on the ad-tech ecosystem. If as a publisher you need the $.01 CPM from Giving Forward, and your catch-all PMP sends us traffic that monetizes, we are open to that conversation. Of course, we’d prefer that you pick a nonprofit and put in in the UTM on the landing page and let us monetize on behalf of the causes you love while helping us too.

Contribute Content (agencies, writers, journalists, videographers, actors, influencers): If you have writing or video skills, talk to us about what you might be able to contribute. Generally, our category falls into one or more of these buckets. We’ll also tell you why we like each bucket.

  1. Re-reporting with light commentary: For the last several years, the majority of news stories in print or in video are re-reporting of a scoop by a different publication, broadcaster, newswire or government/corporate source. If you and your team have the ability to create great content that re-reports breaking news, we’d love to have a conversation. As a re-reporter (with light commentary), you get to pick the nonprofit that gets the 25% “authors choice” of the ad-revenue. After we launch the registration app, the reader picks their 25%.
  2. Op-Ed Submissions: These submissions may or may not reference existing news coverage and are similar to op-ed submissions at major newspapers.
  3. Interviews: We have a strong preference for someone notable or if less notable, able to provide a great quality interview) Some of us know someone famous, knowledgeable or notable. In your case, perhaps you know an “influencer” on YouTube, Twitch, Facebook, Twitter or Mixer. Better yet you know someone in:
    • Hollywood
    • Music
    • Sports
    • The Press: a broadcast journalist or traditional journalist
    • Politicians: local or national
    • Business (business celebrities or influencers, including nonprofit executives)
  4. Live coverage: (once things get back to “normal”) We plan to cover events, particularly charity fundraisers and other events where there is a red-carpet. Pictures and interviews at these events will form the basis for coverage. The Giving Forward (our parent nonprofit company) studios are across from Madison Square Garden, so once we have the publicists interested, we can have stars in music and sports pop across the street for a quick video interview.
  5. Win-Win Interviews: Can you orchestrate an interview (on Zoom for example) between two celebrities? For example, can you get the President and CEO of the ASPCA to interview Leonardo DiCaprio? Could you get Ariana Grande to interview Serena Williams? Arnold Schwarzenegger to interview J Lo? The topic is less important in cases where the celebrity is a big name. We are OK as long as it is a fun interview, authentic and only moderately self-promotional (think about the Colbert show). The celebs would agree upon a nonprofit cause and the Herald Times editors will tag the content with that cause name so that the more that interview is consumed the more revenue that cause gets.

If you would like to help, we’d love to chat. Drop us a note (volunteers at givingforward dot org).


Great content fills hearts with joy and minds with information. With Giving Forward, advertiser revenue fills nonprofit coffers.

Kevin Lee • President • Giving Forward