Turning Fundraising on Its Head

Soon after the social-media strategy was implemented, the institute was presented with a high-profile opportunity to test it: the Pepsi Refresh Challenge. In 2010, Pepsi ran a contest to have the public vote on nonprofits to receive grants via a social-media campaign. Organizations across the country competed for grants ranging from $5,000 to $250,000 via online voting, with the top 10 vote getters in each category receiving 
grants.