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Subaru Launches Fifth-Annual “Share the Love” Campaign

  • Fifth-annual campaign gives $250 for each new vehicle sold
  • Five nonprofits receive a total of up to $5 million
  • Facebook fans choose the last two recipients

The Subaru “Share the Love” sales event is back for a fifth year and will once again give up to $5 million in charitable donations, in addition to the $20-million sum it’s already raised over the past four years.

In this annual sales event, the automaker donates $250 to a nonprofit charitable organization for every new vehicle sold or leased, giving up to $5 million total. The promotion runs from November 21, 2012, to January 2, 2013, with proceeds benefitting five charities.

As with last year’s “Share the Love” event, the automaker selects three of the recipient organizations. Fans choose the last two from a list of “People’s Choice” candidates. The automaker’s choices for 2012 include the American Society for the Prevention of Cruelty to Animals (ASPCA), Make-A-Wish and the Meals On Wheels Association of America. Each of these nonprofits was also included in last year’s “Share the Love” event.

Candidates for the “People’s Choice” recipients include the Alzheimer’s Association, American Forests, First Book, Leave No Trace, Special Olympics and United Service Organizations (USO). The company will invite its Facebook fans to vote for the two “People’s Choice” recipients from August 6 to 26. Fans may vote daily.

This year the automaker chose organizations that were also previous recipients in “Share the Love.” To date, ASPCA has received more than $5.6 million. Make-A-Wish has received nearly $1.3 million. The company has donated nearly $4.4 million to Meals On Wheels.

Although automakers are typically a charitable bunch, few tie the idea of giving into a sales promotion such as “Share the Love.” The event is an opportunity for new-car shoppers to get some good feelings along with their new set of wheels. Of course, “People’s Choice” also allows those who aren’t in the market for a new car to get in on the giving, too. Cast a vote at

What it means to you: Buy or lease a new vehicle from November 21 to January 2 and the automaker will give $250 to a charitable nonprofit.

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