The Entertainment Industry Foundation’s second national Stand Up To C
Tuesday, 28 May 2014
In order to celebrate the 10th anniversary of its philanthropic program Kohl’s Cares, Kohl’s department stores decided to let Facebook users decide where to spend a donation to education. The company gave away $500,000 to each of the 20 schools that solicited the most votes on the company’s Facebook Page.
Facebook fans could vote up to 20 times, but no more than five times for one school. Voters were also encouraged to leave ideas for what the schools could do with the money, and every school needed at least one idea contribution in order to be eligible for the contest.
The campaign ended on September 3. More than 2 million people submitted more than 12 million votes. Although Kohl’s had committed to the same donation amount regardless of participation, the Facebook component successfully spread the word and earned the company 1.6 million new Facebook fans in six weeks.