USA Today has a story on how corporations are looking at contributions to nonprofits and charities in a different way. Sam Davidson of Cool People Care is quoted in the article:

Tom’s scholarship contest, “50 States for Good” (www.50statesforgood.com) which launched Friday, is an example of a newer corporate trend that allows customers or the public – rather than company insiders – to determine where charitable contributions go. Tom’s will let groups such as Living Lands from all 50 states apply for the money, but eventually will leave it to the public to vote for the five that will get it.

“Philanthropic decisions are no longer being made in the boardroom to give so and so’s brother-in-law a donation,” says Sam Davidson, co-founder of Cool People Care, a company that sends out a daily e-mail blast telling people how and where they can volunteer.

Other companies are turning to their customers or the public to distribute donations.

Last month, Target launched a two-week giving campaign on its Facebook page asking the public to decide how 10 national charities would receive a portion of $3 million that Target spends in weekly charitable giving. Toms Shoes, a shoe company founded in 2006 in Venice, Calif., also involves its customers. For every pair of shoes purchased, Toms Shoes donates a pair of shoes to children in need.

Companies also see a benefit to letting its customers or the public allot funds. Target’s campaign, for instance, has gained it about 100,000 new Facebook fans, an increase of nearly 50%.

In these challenging economic times when donations to non-profits are down, many corporations realize economic support is even more crucial.

“We’re giving $20,000 because it seems to be enough to make a substantial difference,” says Rob Robinson, director of common good partnerships at Tom’s of Maine. The donation is on top of the 10% of profits Tom’s already donates to charity. “We need to support communities.”