Spoonfuls of Stories
Just as Cheerios helps fuel kids to start the day, reading gives them the power to succeed in life. Parents and families play a critical role in making reading a priority.
For the last 5 years, Cheerios has teamed up with parents and families to encourage reading with "Spoonfuls of Stories®," distributing more than 25 million books in boxes of Cheerios ad donating over $2 million to First Book, an international children’s literacy organization.
Company explanation: http://www.cheerios.com/ourCompany/SpoonfulsStories.aspx
Donation: Books included in cereal boxes
Nonprofit beneficiary: First Book
Use of Funds: Give children from low-income families the opportunity to read and own their first new books.