Giving back to communities is one of our founding principles. Disney's corporate giving supports the well-being of kids and families through charitable contributions to organizations focused on arts and creativity, volunteerism, children's hospitals, military families, and disaster relief.
In 2010, the Company contributed more than $198 million in cash, product donations, and in-kind support to organizations and communities around the world. We hope to make a positive change in the world through our giving, whether the gifts are large or small. We plan to continue building on this legacy through more strategic and effective philanthropic programs in 2011 and beyond.
Cash GivingDisney provided more than $44 million in cash gifts to support organizations, communities, and causes around the world in 2010. We contribute to organizations of all sizes through grants, scholarships, donations and collaboration.
Some of our larger donations in 2010 concentrated on programs that nurture children's development and creativity. We contributed more than $1 million to the Lincoln Center for the Performing Arts in New York City, the final portion of a $3 million commitment. This contribution to Lincoln Center funds both arts education programs for youth and the redevelopment of the Center as part of the "Bravo Lincoln Center" Campaign. In Hong Kong, the Disney's Children Fund continued its annual giving by selecting ten charities to share HK$1 million. With the Fund's support, these charities are launching kids' programs focusing on creativity, character-building and family relationships.
Our business units support causes significant to their consumers and communities. For example, Walt Disney World Resort distributed a total of $1.2 million in 2010 to nonprofit organizations and local students in Central Florida through its Helping Kids Shine Grants and Disney Dreamers and Doers programs.
In fiscal year 2011, our matching gifts program will expand to better serve the diverse interests of our cast members and employees. Disney will now match up to $15,000 per employee contribution per calendar year to any eligible organization. Previously, our employees' contributions were matched up to a $2,000 maximum per year, to higher education organizations only.
Product DonationsEvery year, Disney donates toys, DVDs, books, clothing and much more to those less fortunate and to show our appreciation to those serving others. We have long been supporters of children's hospitals and the United Service Organization (USO) by annually sending care packages filled with toys, DVDs and publications. Through charitable campaigns such as the Back-to-School Drive and Toys for Tots, we also collaborate with our cast members and employees to bring the joy of receiving a special gift to deserving children.
In 2010, we contributed more than $68 million in branded products.
In-Kind SupportAs a media company, our intellectual property and airtime are two of our most valuable assets. In 2010, Disney contributed more than $85 million in in-kind donations, including creative resources, public service airtime and other program or event costs.
Disney works with children's wish-granting organizations around the world to make kids' wishes come true, fulfilling more than 8,000 wishes annually for children with life-threatening medical conditions. Disney-themed wishes continue to be the most popular requests made to these organizations, including visits to Disney parks, Disney cruises and Disney Stores, meeting Disney characters, attending sporting events and visiting TV and movie sets.
By donating airtime, creative services and our characters, Disney can provide information, raise awareness and encourage participation for a number of important causes.
Walt Disney Studios Home Entertainment often includes public service announcements in its DVD launch campaigns to drive attention to critical public issues. We team with the Ad Council to create and deliver important messages in a family friendly way. For example, Ariel from The Little Mermaid delivers a vital ocean conservation message, Pinocchio shows children how to live a healthy lifestyle with the food pyramid, and Tinker Bell educates children about positive energy-efficient habits through PSAs and an interactive website.
Disney also collaborates with other entertainment companies for important causes. ABC teamed with the entertainment community for the Stand Up to Cancer initiative, donating airtime and talent in support of cancer research. The one-hour fundraising event was simulcast live and commercial free on primetime and raised more than $80 million for the fight against cancer.
The 10 ABC-owned television stations provide important support to their local communities through public service announcements and special programming. They also devote station resources to support local food and clothing drives, safety and education campaigns, and other worthy causes.
ESPN founded The V Foundation for Cancer Research in 1993 with the late basketball coach and commentator Jim Valvano. Since Valvano's inspiring speech at the ESPYs Awards in 1993, Team ESPN has played a significant role in raising awareness and funds through events and its multimedia. In 2010, The Foundation reached the $100 million mark in fundraising. The Foundation's endowment enables 100% of cash donations and event net proceeds to go directly to research for all types of cancer following a strict scientific review and awards process. ESPN employees raised an estimated $3 million last year through Jimmy V Week segments across ESPN's U.S. platforms, the ESPY Radio Auction, ESPY Golf Classic and more.