U. of California Launches ‘Crowdfunding’ Bid for Student Aid

The University of California kicked off an unusual fundraising campaign Wednesday to tap into crowd philanthropy to bolster undergraduate financial aid, reports the Los Angeles Times.

Celebrities, politicians, university leaders, and students are taking part in the six-week “Promise for Education” effort designed to draw gifts from students and young alumni who might be more responsive to a campaign based on crowdfunding and social media rather than to traditional appeals for donations.

Participants are pledging to perform various activities to get donations, such as serving at a soup kitchen, wear a silly costume for a day, or, in the case of Oscar-winning actor Jamie Foxx, imitate Presidents Clinton and Obama in a rap song.