Target used their Facebook fan page to donate $1M to user voted charities.
A branded video card based around Valentine’s Day and the Super Bowl was created. When users sent the card they got to vote for one of five charities – the more votes a charity received, the greater the share of the $1M they received.
By the end of the campaign, there were 26,000 cards sent. St Jude Children’s Research Hospital received the most votes with 49% which meant they received $490K!
Insight
Social networking is a simple way to ensure corporate donations are involving, relevant and memorable.
