In a press release earlier this week, Golden-area brewery Colorado Native — famous for its eponymous lager — announced a new fundraising effort in response to the overwhelming fires the Front Range has endured in the past weeks.
Today, it's already over.
On Colorado Native's Facebook fan page, the brewery uploaded an image of locals thanking Colorado first responders for their bravery. Their challenge: One dollar would be donated to the American Red Cross for every "like" the image received, up to 10,000 likes.
At press time, the image had 15,112 likes. And counting.
You've got to admire Colorado Native's commitment to community giving. The company doesn't even demand that you like its page (which would cause CN updates to appear in your Facebook feed), just the image. The company gets no additional marketing leverage from the image likes.
The company has donated thousands of dollars every year to Colorado nonprofits, fire or no fire. Their corporate website proclaims their desire to give back: "We’re a Colorado brewery and Colorado Native is a Colorado beer, so it’s just natural that we would contribute to making our Colorado community an even better place."
Charities are selected by Native drinkers. Information on how to nominate will be coming soon to its "giving back" page.
And even though the fire campaign is over, you can still contribute to Colorado Native's generosity by picking up a six-pack: A quarter from every case sold goes gets donated.