Kellogg Foundation Pumps $75K More Into America's Giving Challenge

Published November 02, 2009 @ 04:58PM PT

At the end of last week, the Case Foundation announced that the W.K. Kellogg Foundation had just anted up an additional $75,000 to support the second annual America's Giving Challenge. The new money is really awesome, but the real story is China kicking the crap out of everyone else.

The new money will be used to fund five additional awards, including another $25,000 prize and four more $10,000 prizes. Additionally, it will fund additional $1,500 daily prizes between now and the end of the challenge.

The challenge has had a big response so far this year, with almost 70,000 people donating $1.3 million to about 7,500 different nonprofits. This a great example of a leveraged model, where just under $250,000 in ultimate award money has produced almost five times that in user-generated donations.

The leader board is honestly a bit crazy. Two groups I've never heard of - the Overseas China Education Foundation and Save Chinese Children - have over 5,000 donations. Compare that to last year's winner, Atlas Corps, who are extremely good at organizing for this and have an extremely compelling project, who are in 6th place with just under 2,000 donations.

The next few days will definitely be interesting - particularly as the four or five groups that have between 4,500 and 6,700 donations currently pour it on. Stay tuned.

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Author

Nathaniel is the founding Director of the Center for Global Engagement at Northwestern University, which works annually with hundreds of students in dozens of countries around the world through curricular programs and student project incubation.