This initiative involved building a social platform through the use of information and communication technology (ICT) - and the new opportunities for citizen-generated connection and advocacy - to foster generosity is in line with the Case Foundation's larger strategy: investing in individuals, nonprofits, and social enterprises that connect people, increase giving, and catalyse civic action. By capitalising on new technologies and approaches, like those supported though the Giving Challenge, the organisation hopes to help change the way people give and, in the process, make the world a better place.

Specifically, visitors to a dedicated section of the Case Foundation website could learn how to participate - taking advantage of everyday activities like emailing, blogging, and social networking to advocate on behalf of a cause they care about. Specifically, those opting to take "America's Giving Challenge", presented by Parade, could watch an online video guide including instructions on how to build and customise their own charity badge to raise funds and spread the word for their cause. (Editor's note: charity badges have been defined as "fundraising widgets - small graphic modules (similar in appearance to online banner ads) designed to help individuals and nonprofits raise funds online"). The 8 individuals who attracted the largest number of donors (not necessarily the most money) to give to their cause were awarded US$50,000 for that charity (in addition to the donations they inspired). For instance, one woman motivated nearly 1,600 people to donate at least US$10 to support a charity working to provide access to education for 900 rural girls in Burkina Faso. The top 100 nonprofits with the largest number of donations made through the Challenge were awarded US$1,000. Two secure online giving portals, Network for Good and Global Giving, processed the donations made during the challenge (from December 16 2007 through January 31 2008).

Another route available to participants involved use of "Causes", a giving application with more than 5 million members on Facebook. This option provided individuals with ways to educate and inspire fellow members to donate to their causes. A total of US$250,000 was awarded to the causes of those individuals who inspired the most donors to give to their charity.

Nonprofit partners were provided with a variety of communications materials to encourage their supporters to participate in the Challenges, including an electronic postcard (which the Case Foundation offered to create on behalf of the organisation, which could then "blast to members"), banner advertising to the organisation's website specs, and text for inclusion in the organisation's own newsletter, website, or e-blast.

Philanthropy.

In the end, the citizen philanthropists participating in this initiative encouraged more than 80,000 people to make donations to nearly 700 nonprofits, and raised more than US$2.5 million (which includes the US$750,000 contributed by the Case Foundation) for the nonprofits represented.

According to the co-founder of the Case Foundation, "[p]hilanthropy shouldn’t be defined as a bunch of rich people writing big checks. Small amounts of money given by large numbers of individuals can be combined to do great things." The contest is one of a string of efforts by Case to determine what role online technologies can have in the charity field. On its own website, Case Foundation offers ideas and resources for engaging people of all ages in charitable giving and action. For instance, Click here to visit ideas related to the use of tech for good (and view the other "Spotlight" topics on the left navigation bar).