As a child, Halloween was a time when you circled the neighborhood with two orange containers, namely, your plastic jack-o-lantern for candies and a cardboard UNICEF box for collecting coin donations for children in a remote part of the world, where Halloween was not likely celebrated.  I recall making the rounds the morning following Halloween--requesting  last minute coins to top-up what I had collected the night before. I recall learning in class  how the funds would be used to benefit less fortunate children around the world.  The days following Halloween, we eagerly awaited "the final numbers"--the monies raised by each class as well as the entire school. It was rewarding, even at that young age, to participate in something that would benefit others, who seemed so much like us, except that didn't have pencils or shoes to go to school.  In the years that followed, I grew out of trick-or-treating, and hardly remembered the orange box,  but UNICEF remained one of organizations to which I was committed, yet I don't know how it happened.   I began reflecting on the ways in which organizations do or can utilize many of the Rules of Engagement noted in reading Chapter 4 of the Forces for Good, book. While, some may argue that UNICEF is very different than other non-profits, I think and I am sure the authors may also argue, that the principles can be applied to any non-profit. Successful non-profits create ripples of impact. I wouldn't venture to say that UNICEF is not a successful organization. I don't know the facts, but I am confident they raise a fair amount of money and the Halloween drive--which continues to this day  is a success. Yet, one may argue for tens of thousands of school children who participate each year in the UNICEF campaign (and these numbers may be dwindling)--the organization's overall impact--in terms of creating committed communities could be larger. Are they maximizing the potential ripple effects? Can they be doing more sustain this  engagement with over time? In our community, I suspect are other '"Orange Box' drive initiative that if harnessed can likely yield much more than they  currently do.