New Horizon assigned a real currency value to each donation, and let kids choose which kind of charity to give to -- children's health, the environment, or kids in the developing world. When the donation period ended, the company donated about $1 million dollars to three charities. Among those, the World Wildlife Fund received about $330,000. Not bad!
Let's hope this is the start of a trend. As Kenny Luna over at Treehugger pointed out, this is a win-win scenario; Disney and New Horizon get some positive media attention, and charities get much-needed support. Imagine what kind of results Blizzard could get if it did something like this in World of Warcraft!
