28 November 2014

Bank Gives US$30,000 To Individuals To ‘Make Today Matter’

[Click here to view the video in this article]

What would you do if you were given US$30,000 and 24 hours to make a difference?

24 individuals had the opportunity to experience just that—effect a positive change in their communities with money and support provided by Toronto-based TD Bank.

These recipients were selected by local TD employees’ nominations or “random live interviews in branches and stores with random customers”, according to TD Bank’s chief marketing officer, Dominic Mercuri.

He added that while the exact figure differs according to the requirements of the various projects, US$30,000 was the average amount that each individual can work with.

Mercuri also responded to comments that 24 hours might be insufficient to realize the necessary preparations.

While he thinks it is a valid point, he said, “Part of what we think is the beauty of #MakeTodayMatter is that it all took place in such a short period of time. It made the achievement of each act more concentrated and meaningful to everyone who participated.”

Find out more about the campaign here and watch the video below:

[via Adweek, images via TD Bank]