With grants ranging from $5,000 to $250,000, the Pepsi Refresh Project invigorates the world of giving with its user-driven philanthropic social media project.

You (any member of the social community) submit an idea of someone or something that deserves to be awarded one of the above grants in any of the following categories: Health, Arts & Culture, Food & Shelter, The Planet, Neighbourhoods, and Education. And then the community votes, picking its favourites. There are guidelines to how the Refresh Project works, though it is limited to the United States (which is the most glaring upset of the project), it is still a worthy and “refreshing” initiative.

$1.3 million dollars given away every month. Given to companies, non-profits, causes, and individuals who need it. It is high-level giving supported by a high-level brand. Admittedly, the non-profit world isn’t always backed with shiny brands, fancy websites, and millions to give, but I think what Pepsi has done successfully is emphasizing a side of philanthropy that moves beyond Give-and-Forget.

Pepsi has given us a great example of a wonderful cause launched by a company where profits are the bottom line (if we’re being honest). But under all the glitz is Corporate Giving powered by a global brand and made possible by social media, Pepsi seems to have done it right.

The website is impeccable. From its bright and welcoming design to its innovative, multi-tier navigation, my marketing brain is all aflutter.

I’m endeared by this growing concept of “Social Giving”, by no means new, but certainly (and finally) finding its way into the well-deserved limelight.

P.S. I don’t even drink Pepsi. Sorry, PepsiCo. But, maybe, I’ll reconsider. Having a heart does count for something in marketing.