Toyota had a tough year in 2010. Recalls of several of its cars for acceleration issues left the company’s public image a little bruised.
Meanwhile, nonprofit organizations all over the country were hurting, too. Charitable giving had dipped in both of the previous years, though it did tick back up a bit in 2010 itself. A lot of those organizations, such as, say, a soup kitchen that couldn’t pick up donations because it had no van, could have used something to drive around.
The folks at Toyota knew this and realized they had the means to fill the need and boost the company’s image. So in March 2011, the automaker launched 100 Cars for Good, a Facebook program in which visitors could vote each day for 100 days for one of five charities to get a free car.
The program is back this year, running through Aug. 21, and it’s only drawing more attention.
A history of giving