The program, Aprons in Action, was launched by The Home Depot Foundation, the company’s philanthropic arm. In 2011, the Foundation committed $30 million over three years to non-profit organizations dedicated to improving the homes and lives of economically disadvantaged veterans.
Aprons in Action will tap Home Depot’s 250,000+ Facebook fans to help place that money in worthy hands. Each month, the Facebook competition will feature four community improvement projects to be completed by company volunteers and a local non-profit. Users can then vote between those projects to determine which gets a $25,000 Home Depot gift card. All featured projects will at least receive $5,000 in gift cards.
Those monthly winners (11 in total) will then be put into anothe r competition for a larger grant of $250,000. There will also be runner up grants worth $150,000 and $100,000. By the end of the program, Aprons in Action will have donated $1 million. It’s no small number, and adds to the $270 million the Foundation has already donated to non-profits since its formation in 2002.
"Social media and philanthropy are a natural fit," said Kelly Caffarelli, president of the Foundation, in a release. "What we're doing that's a little different here is getting people to support a cause they feel good about, letting them use our money to do it and giving our associates a chance to amplify their impact in their hometowns."
Crowdsourced philanthropy has become a trend in social good, but its effects are still unclear. Opening up competitions to the public is a great way to increase reach and turn your audience into evangelists. By canvassing for votes, your fans not only share your brand by also promote a g ood cause close to their heart....
