Target Wednesday announced the launch of its second Give with Target initiative, which allows Facebook users to vote, via an application on the retail giant’s Facebook page, on which schools get to divvy up $5 million in donations toward items such as electronics, school and office supplies, and storage and organization products.
Starting Wednesday, Facebook users can vote for their schools of choice once per week. Once schools receive 25 votes, Target will donate $1 per vote, up to $10,000 per school.
Give with Target runs until Sept. 21, or until the full $5 million has been allocated.
Target also said in its announcement about this year’s Give with Target program that the following celebrities will help schools rally for votes:
- Actress and television personality LaLa Anthony
- Country-music artist Luke Bryan
- Actress and activist Sophia Bush
- U.S. Olympic gymnast Gabrielle Douglas
- Former Green Bay Packers Wide Receiver and “Dancing with the Stars” champion Donald Driver
Kat Rosqueta, founding executive director of the Center for High Impact Philanthropy at the University of Pennsylvania, expressed concerns that Give with Target would become a popularity contest, rather than ensuring that the most needy schools receive donations, telling the StarTribune:
Schools’ chances of winning the money will only be as good as the strength of the community, not necessarily which schools are the most worthy.
Target Spokesman Eric Hausman responded by telling the newspaper:
We know that many schools struggle with resources and inadequate access to supplies. There will be plenty of funds to go around. Based on our results from last year, we are confident that guests will designate funds to schools that need them.
And the retail chain’s president of community relations, Laysha Ward, told the StarTribune:
Target recognizes that technology and social media are an integral part of our guests’ lives. We want to use Facebook to connect with our guests on a daily basis. They have told us over and over again that education is their top social concern, and they really want to be involved.
Readers: Will you vote for your favorite schools?