Piggybacking on Valentine's Day and Super Bowl XLIV, the Minneapolis-based Target Corporation has announced a $1 million giving campaign through the social networking site Facebook to fund educational programming.
Through the campaign, Super Love Sender, which runs from January 31 through February 14, Target's more than 725,000 fans on Facebook will decide how $1 million in prize money is allocated among five national charities: the Kids in Need Foundation, St. Jude Children's Research Hospital, the Salvation Army, the United Through Reading Military Program, and the United Way. Each football-inspired e-card sent via Facebook in support of one of the charities will count as a vote. Participants can send up to ten video cards per computer a day, and the total percentage of votes will determine the portion of the $1 million prize each charity receives.
The final cash awards will help the Kids In Need Foundation increase capacity within its network of twenty-five Teacher Resource Centers; St. Jude to fund its school program; the Salvation Army to support its back-to-school programs; United Through Reading Military Program to send videos of deployed military men and women reading books to their families; and the United Way to ensure that children enter school ready to learn, read proficiently by fourth grade, and graduate on time.
A running tally of votes and dollar amounts will be updated in real time on Target's Facebook page, with the final allocation to be announced on February 15.
"At Target, we continually look for unique ways to interact with our guests and provide them with the opportunity to participate in our charitable giving," said Laysha Ward, president of Target Community Relations. "We designed Super Love Sender to be a fun, interactive, and viral giving campaign that has the power to positively impact the educational programming of these five deserving charities."