This is one of the highest-profile campaigns by a corporate giant to promote volunteering and giving back in the community, and it’s also a good way to “sample” volunteering at a local non-profit without having to make a long-term volunteering commitment.

Here’s How it Works
Disney has collaborated with the HandsOn Network, the volunteering arm of the Points of Light Institute, to offer one-day volunteer opportunities. In exchange for spending a certified day “on the job,” Disney Parks awards a free theme park ticket to up to 1 million volunteers.

What Does This Mean For Philanthropy?
Here are a few thoughts about how this promotion is innovative in today’s philanthropy landscape:

• Exposure of a new generation to volunteering: Corporations have long used their philanthropic efforts in marketing campaigns, but this is a little different. Instead of awarding dollars to worthy non-profits, Disney has created an incentive for an entire population to learn more about volunteering, philanthropy, and the work of the non-profit sector. While this may stymie non-profits in the short-term (many might rather have the money), I have to believe that the long-term benefits of a new generation having volunteering experience will break down potential barriers to philanthropy in the future. Over three million people signed up for Disney’s “Free Ticket on Your Birthday” promotion last year, so the one million person goal in this year’s promotion isn’t far-reaching; and many families are signing up together, meaning the kids get exposure to the needs as well.
• Exemplifying a mutually beneficial relationship between donor and recipient: Disney’s theme park attendance will increase as a result of this promotion, which means food, lodging, and merchandise sales have great potential to increase as well. This is a great example of a mutually beneficial donor/recipient relationship — even financially.
• Combining individual efforts into a greater overall outcome: This is another example of Longtail Philanthropy. Through this program, many people will offer a small gift (a day of time) in order to create a much larger overall impact. If one million individuals volunteer through this promotion, a significant impact can be made within the participating non-profits.

So while this promotion may not change the face of corporate philanthropy, it will surely give some social responsibility departments something to think about.

How to Learn More or Get Involved
If you’re interested in volunteering, you can sign up via the Disney Parks Give a Day. Get a Disney Day. Official Site.

Simply enter your volunteer interests and zip code, and start searching for a volunteer opportunity that interests you. Volunteer opportunities will vary throughout the year, so if there isn’t one listed that catches your eye now, log in later for more options.

Give a Day. Get a Disney Day. Screen Shot

If you’d like to learn more about the promotion, Disney has been advertising “Give a day. Get a Disney day.” nationwide. Here’s a short video with more information:

About The HandsOn Network
From Disney’s press release:

The volunteer-focused arm of Points of Light Institute, HandsOn Network is the largest volunteer network in the nation and includes more than 250 HandsOn Action Centers that reach more than 83 percent of the nation’s population and extend to 10 countries. HandsOn includes a powerful network of more than 70,000 corporate, faith and nonprofit organizations that are answering the call to serve and creating scaled impact. In 2008, the network delivered approximately 30 million hours of volunteer service.

More About Longtail Philanthropy
For more suggestions about how you can combine your volunteer and philanthropic efforts with those of others in order to create a more significant impact, check out these posts describing Longtail Philanthropy efforts:
The Kiva.org Model of Longtail Philanthropy
Meetup Philanthropy