Subaru's "Share the Love" sales event has become a holiday tradition. This year, the automaker hopes to raise $5 million through the promotion -- $5 million that will be given to five outstanding charities.
The way it works is simple: for every new Subaru sold or leased between now and January 2, 2013, Subaru will donate $250 to one of five nonprofits. When signing on the dotted line, shoppers can choose which of the five organizations will receive Subaru's gift.
According to a Subaru press release, this year's selected charities are:
- Alzheimer's Association: the leading, global voluntary health organization in Alzheimer's care and support, and the largest private, nonprofit funder of Alzheimer's research.
- The ASPCA (The American Society for the Prevention of Cruelty to Animals) is the first animal welfare organization in North America and works to provide effective means for the prevention of cruelty to animals.
- Make-A-Wish grants the wishes of children with life-threatening medical conditions.
- Meals On Wheels Association of America provides national leadership to end senior hunger, supporting local Meals On Wheels programs that collectively serve over one million nutritious meals each day to seniors in need.
- USO: a private, nonprofit organization that provides morale boosting programs and services as well as critical support to troops serving in combat, military families, wounded, ill and injured troops and their caregivers and families of the fallen.
This is Subaru's fifth year of "Share the Love" fundraising. Over the previous four years, the company has contributed almost $20 million to charity. This year, Subaru hopes to bring that total to nearly $25 million.
The only thing that's missing in 2012 is the ability for non-shoppers to pitch in, too. Last year, Subaru not only gave contributions for sales and leases, it also donated $1 to charity for every click on the "Share the Love" Facebook page. That seems to have been discontinued.
Still, we love this event. It's a great way to raise money for charity, and it's great for Subaru's branding efforts, too. After all, Subaru has a reputation for being one of the most socially engaged automakers in town. Events like this help solidify that reputation.
For more information about "Share the Love", check out the video above, or visit the Subaru website.