#CMweekly: Toyota 100 Cars for Good

Company: Toyota
Cause: Multiple
Partners: Selected Nonprofits
Website: http://www.100carsforgood.com

Program of Action
Toyota USA launches the second run of its widely successful philanthropic program, 100 Cars for Good, in which the company awards 100 vehicles to 100 U.S. nonprofits over the course of 100 days. Each day, five organizations will be posted on Toyota’s Facebook page, inviting the public to vote and determine the winning nonprofit organization. The daily winner will be awarded with one of six Toyota models with the four runners-up receiving a $1,000 grant.

Eligible 501(c)(3) organizations can apply at http://www.100carsforgood.com. Five hundred applicants will be selected and certified. After finalists are chosen, each finalist will be posted on the campaign site for consideration among the public.

Best Practices
There are two reasons why we support 100 Cars for Good:

1. Engages all: nonprofit organizations and the public

2. Defines and reports success

Instead of partnering with one organization, Toyota allows multiple nonprofits the chance to participate in 100 Cars for Good. Toyota doesn’t pick the best nonprofit that matches company brand, culture, or focused causes, but allows all nonprofits to enter the program, mention why they would benefit and how the new vehicle will be used. In addition, they incentivize the public by giving them the power to choose the winners.

Secondly, Toyota keeps the public and voters in the loop throughout the campaign. On Toyota’s Facebook page, each winner will be announced the day after the public votes. Fans can appreciate the transparency throughout the run of the campaign, but also after it ends. Toyota shows the public how the winning organizations received the vehicle and how they are benefitting from it.

Program Outcome
Until March 26, eligible nonprofit organizations can apply to be a finalist. From May 14 to August 21, organizations will be posted on Toyota’s Facebook page and voters can start picking their favorites. We encourage you to help support your favorite nonprofit and make sure they’ve applied on http://www.100carsforgood.com for the chance to win a brand new vehicle from Toyota. Don’t forget to mark your calendars – voting begins May 14!

Your CM Aficionados,
Amy and Kassie

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