Future:Media:Change

Tonic reports that Lionsgate is using Twitcause to fundraise for Everybody Wins, a US-based children’s literacy and mentoring nonprofit.

Twitter users just have to tweet the hashtag #Read2Kids now until Wednesday, November 18. Lionsgate is donating one dollar per tweet up to $1,000. You can find the official message to retweet on Twitcause.

via Very ‘Precious’ Tweets – Tonic.

While this is a clearly worthy cause and will generate some great media exposure, Lionsgate isn’t exactly breaking the bank. They have capped their hashtag-to-dollar ratio at $1,000 and only run the project for 6 days, Nov. 12-18. A similar project by Haagen Dazs capped donations per hashtag at $1,000 per day. In addition, Haagen Dazs has already donated $500k to their chosen cause, research on Colony Collapse Disorder among honeybees.

Lionsgate is reporting $31.7m in net income during it’s second fiscal quarter. Precious opened with nearly $2m in only 18 theaters — about $100k per theater and will expand screens this week. So, Lionsgate, if you really want to be “Precious” (yes, I went there!), throw some real money at this great cause.