An ambitious effort to draw more donors to online giving and promote wide-scale philanthropy will start today with the support of the founder of America Online and the popular social-networking Web site Facebook, reports The Washington Post.

The Case Foundation, the philanthropy of Steve and Jean Case, is promoting America’s Giving Challenge, which aims to draw people who do not consider themselves to be philanthropists to donate as little as $10 to charities around the world. The foundation is working with Network for Good and GlobalGiving, nonprofit groups that allow donors to conduct online searches for charities to support.

The foundation has also begun a similar challenge on Facebook. Facebook users can donate to any of 1.5 million charities through the site’s “causes” section and have their donations and causes displayed as part of their personal profiles.

The Case Foundation is giving away $750,000 in the two online efforts, which start today and end January 31. People who recruit the most friends from their social networks will each receive $50,000 to donate to charity. The 100 charities that garner the highest number of online donations will each get $1,000.

Dennis Whittle, the founder and chief executive of GlobalGiving, said, “It used to be that if you wanted to give and have an impact, people thought you had to be Bill Gates or Oprah Winfrey. But because of the way the technology works, you can be an ‘ordinary Oprah.’ If you’ve got $10 or $100 or $1,000, you can come and find a school in Africa to support, and you can get updates from the field to get responses to your support.”

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