USA Today Takes Kindness Community to Twitter

I just stumbled upon the USA Today’s Twitter hashtag charity campaign — #AmericaWants. And it ends today.

I fancy myself plugged in to this world so I’m surprised I didn’t hear about it. I guess it was just one of those weeks.

Twitter users are being asked to tweet for their favorite charitable organization. All participating tweets must include “#AmericaWants (insert full name of charity) to get a full-page ad in USA TODAY.”

The 501c3 with the most qualifying tweets wins a full-page, full-color ad in the USA Today valued at $189,400.

While a clever use of Twitter, these kinds contests favor the charitable haves over the have nots. Most community-based organizations — the ones who are truly desperate for the national attention that this advertising can bring — don’t have the social media muscle to compete against the likes of celebrity-sponsored organizations with tens of thousands of followers. (A case in point)

Either way, it’s refreshing to see traditional publishing trying something new in the social media and social cause space.
-Matthew DiGirolamo, Cause Catalysts
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