The #KindnessChallenge contest, which runs through Friday at 6 p.m., asks Twitter users to post the exact phrase, "My #USATODAY #KindnessChallenge goal is to help," followed by their goals and the full name or Twitter handle of the nonprofit organization they want to help. The three nonprofits mentioned in the most Tweets will be featured in the article.
The promotion is part of the Gannett-owned newspaper's Kindness Challenge, which it started in January with the Rachel Ray Show and the nonprofit DoSomething.org. The campaign aims to feature five young people making a difference in their communities.
USA Today held a similar Twitter promotion for nonprofits in 2010 called #AmericaWants, a similar effort to encourage its online readers to Tweet about their favorite nonprofit organizations. The charity that received the most Tweets as part of that campaign won a full-page, full-color ad in the newspaper. The organization To Write Love on Her Arms, won the contest and received the full-page ad, which was valued at about $190,000.
USA Today's Kindness blog has full details about the promotion.