One hundred cars for 100 non-profit organizations in 100 days. It’s a simple formula to follow, according to Toyota Motor Sales.
For the second consecutive year, the automaker is running its 100 Cars for Good program, which according to Toyota “can be particularly important in enhancing the good works of charitable organizations in local communities, fulfilling their transportation needs to help extend the reach and efficiency of their good works.” In 2011, the program presented new vehicles to non-profit organizations across the United States including the Community Soup Kitchen in New Jersey, Michigan’s Camp Casey program and the Aleethia Foundation in Washington, DC.
"Toyota's donation was a game changer for us, making it possible to significantly expand our food programs at a time of extraordinary need,” says Teresa Connolly, executive director of the Community Soup Kitchen, of its new Toyota Sienna. “This ability to serve more people and to bring greater awareness to our mission simply wouldn't have happened without Toyota."
But it is not just about cars. After the nomination period closes and the list is pared down, each of the 500 finalists receive a digital video camera, free online advertising credits to help them create or expand their presence in social media and other digital platforms, and a training toolkit which they can use to continue to build the profile of the organization after the program closes.
"In addition to a new truck, Toyota gave us the training and resources we needed to get more sophisticated about social media marketing for the long-term,” says Camp Casey executive director Molly Reeser. “This has had a real impact, with our 'likes' on Facebook jumping five-fold in very short order."
100 Cars for Good differs from many corporate philanthropic programs in that it engages the public to determine how donations are made. The success of the program last year all but dictated its return in 2012.
"Over the past 20 years, Toyota has contributed more than half a billion dollars to non profits throughout the U.S. 100 Cars for Good allows us to build on that commitment in new ways, putting the public in the 'driver's seat' as we work to help community organizations broaden their impact in neighborhoods nationwide," says Toyota Motor Sales president Jim Lentz about the company's corporate philanthropy policy. "We appreciate what a big difference a new car or truck can make for organizations that are doing so much to improve lives and strengthen communities across America.”
The complete details about the program, including a complete list of 2011 recipients, are available at the 100 Cars for Good page on Facebook. Until March 26, eligible organizations can apply for the giveaway, until a maximum of 5,000 applications are received. The voting starts April 14.