Freelance photographer Andrea LaBarge Mills entered a contest online, in which the winner’s dream assignment will be funded with $50,000. Andrea submitted her proposal, and named the Guitar Center Music Foundation as the beneficiary of a component of the project.

Copyright © 2004 Andrea R. LaBarge

Copyright © 2004 Andrea R. LaBarge

Who benefits?

The photographer – She gets to experience her dream photo assignment. Andrea specifically chooses an assignment that she thinks will most affect her life, both personally and for her career. She really looks at how to make the most out of the $50,000. Also, the contest is a vehicle to reach more people and gain a greater following. She would also win a new computer as part of the package.

The charity – The charity will also gain exposure from their involvement in this project. A charity relationship is not a requirement in this contest, so it’s a great vehicle for reaching more potential donors (in that they have little competition in this venue). Because the charity will publicize this on their social networks, they will also gain some exposure on search engines.

The company sponsoring the competition – Microsoft is making a minimal investment for a lot of publicity. All they did was provide the $50,000,  put together a self-sustaining site for submissions and are going to give three computers away to the winner and two runners up. If they had given them away without a competition, there would have been no viral marketing or publicity for it. And, the $50,000 would have probably contributed to their print marketing, which is far less effective.