The company has launched the “Bullseye Gives” campaign on Facebook, which is essentially a voting application connected to the brand’s existing Facebook page. On it, users select which of ten charities they’d like to see funds allocated to. Money will then be given out based on percentages, so if 10 percent of users vote for Salvation Army, that organization will receive 10 percent of the total donations.
There’s also some smart, simple integration with Facebook. Each time you vote (you can vote once daily through May 25th), you can publish your vote back to your Facebook feed. That means that your friends will see it, and as a side effect, a lot more people will be seeing Target’s branding and becoming fans of the company.
Thus, Target isn’t just doing good, but they’re also benefiting the brand by way of adding new fans that they’ll be able to communicate with on an ongoing basis through the social network.
Additional Resources for Charities