By Paul Polizzotto, founder and CEO of EcoMedia.

This week, the UN adopted 17 new development goals covering everything from human rights to climate change. They aim to increase the standard of living of the millions of people living in poverty worldwide.

We often think of these Global Goals as other countries’ problems, but the US is not immune to homelessness, hunger, and public health epidemics. We are living in challenging times, not unlike the era when the American tradition of philanthropy was crystalized. A century ago, titans of industry came to the rescue in the US. Rockefeller, Carnegie, Kahn and dozens of industrialists who followed in their footsteps gave millions to hospitals, schools, museums and those marginalized by society. Their legacy certainly continues into the 21st century with Bill Gates, Warren Buffet, and the newly minted billionaires of Silicon Valley, Mark Zuckerberg and Jan Koum.  Whatever their motivation may be, their multimillion dollar commitments are certainly impressive. But it does beg the question, is philanthropy a privilege bestowed on a select few?

It’s simply time the American tradition of philanthropy evolve into a culture of philanthropy.

Being philanthropic doesn’t just benefit those less fortunate. What if the American public was able to share in the empathy and integrity that philanthropy nurtures in the giver? Imagine the impact we collectively can have if everyone regardless of the size of their bank account could have the power to effect positive and meaningful change. Imagine what a culture of philanthropy can do to seed character and progress for future generations.

It’s simply time the American tradition of philanthropy evolve into a culture of philanthropy. The times we are living in demand bold action. Unlike our predecessors, however, the responsibility to find solutions to the many issues facing American society rests on the public at large, not only the billionaires and corporations making headlines.

In fact, according to Giving USA Foundation’s 2013 Annual Report on Philanthropy, corporations and foundations give a combined $65.9 billion to charity compared to $240.6 billion donated by individuals.

Americans are clearly motivated to help their communities How can we help them do even more, engage even more? And is there a way to motivate those without the financial means to give?

With nothing more than a mobile device, anyone will be able to give of themselves without ever spending a dollar of their own.

The question sounds counterintuitive, but the answer has been under our noses for some 50 years—Advertising. We just need to rethink our models.

Every year, corporations spend hundreds of billions of dollars in commercial messaging to capture our attention; but once a 30-second radio or television ad airs, the ad impression disappears.

In the transaction between advertiser and consumer there is a tremendous source of untapped energy. What if we could harness the latent energy in advertising to benefit [not only] the media company and the advertiser… but also the consumer and the causes they care about? What if we could transform the advertising dollar into an engine for social change, and use it to provide real solutions for our challenges in the areas of education, health and wellness, and environmental sustainability?

More importantly, what if we could include the viewer in a dialogue about that change by inspiring action in real time. This is the motivation behind “Viewers to Volunteers”, CBS Eco Media’s latest initiative. By combining the breadth and reach of CBS with the larger social media ecosystem, V2V will allow everyone to participate in making an impact…and extend the privilege of giving to all.

With nothing more than a mobile device, anyone will be able to give of themselves without ever spending a dollar of their own. All they need is the will to do more for themselves, their families and neighbors.

From food banks and homeless shelters to public spaces and community gardens; home greening and weatherization to support for the chronically ill, now everyone will have the opportunity to share in the philanthropic experience. This is how we begin nurturing a culture of philanthropy, and see the dawn of a new tradition where giving back is not a privilege for the rich, but an experience enjoyed by all.

The “Viewers To Volunteers” app is available to download for free from the Apple App Store, Google Play, or at the Viewers to Volunteers website. 

Image: School children in Haiti. UN Photo.