More consumer-directed community giving

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The crowdsourced, corporate-sponsored community improvement projects are coming fast and furious. Last month we wrote about the USD 20 million Pepsi Refresh Project—which itself is reminiscent of Google's Project 10 to the 100th—when one of our spotters alerted us to a like-minded effort from insurance provider Aviva Canada. The Aviva Community Fund competition was created to give Canadians a voice in bringing lasting change to their local communities. With a total of CDN 500,000 set aside, the company first invited Canadian consumers to submit their community improvement ideas to the effort's website. There, ideas competed for a spot in the…

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