Can Facebook be used for the greater good?

That’s what the Case Foundation is out to discover. Last Thursday marked the launch of their Giving Challenge in partnership with Causes on Facebook — an intriguing experiment that will test the impact of so-called “viral philanthropy.”

The challenge is for nonprofits large and small to inspire the highest number of online donors over a 50-day period (now through January 31) for a chance to win an additional $50,000. Significantly, the emphasis is not on the total amount raised by each nonprofit, but on the number of donors engaged. The shift reflects a broad and growing interest in engaging not only those wealthier individuals traditionally engaged in philanthropy, but a wider audience at the grassroots level as well.

In an interview in the New York Times, Jean Case, co-founder of the Case Foundation, explains:

“Philanthropy shouldn’t be defined as a bunch of rich people writing big checks. Small amounts of money given by large numbers of individuals can be combined to do great things.”

At First Book, we couldn’t agree more.  Every $10 — the minimum donation in the Facebook-hosted challenge — donated to First Book places four brand new books into the hands of a child in need, sparking a love of reading.  What better proof that even the smallest contributions can make a tangible, even life-changing, impact?

Take a look: visit Facebook and help us show that everyone has the power to make a difference.