University of California system turns to social media to raise student aid

SAN FRANCISCO - The University of California is hoping to harness the power of social media to raise money for student scholarships.

The UC system launched a six-week campaign on Wednesday that combines the old-school nonprofit model of donors pledging funds toward a specific fundraising goal with the Internet-driven concept known as crowdsourcing.  

As part of the campaign, students, alumni, business executives, politicians and even a handful of Hollywood celebrities are promising to perform a task -- for actor Jamie Foxx it's performing a rap song, for Gov. Jerry Brown hosting a lunch for 10 UC students -- if they reach a certain fundraising goal.

Participants are supposed to tell people on their social networks about their promise and invite them to make donations through links to the campaign's web site, www.promiseforeducation.org.

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