Starbucks is asking its consumers to decide, which U.S. non-profits will receive grants from the coffee retailer in the USA. The brand, which has launched numerous projects to help improve the social life in the country, is asking its loyal fans, who also understand the importance of providing financial support to non-governmental initiatives and institutions, to choose the organization within their communitym which will be awarded money.

Photo: A snapshot from the www.votegivegrow.com website

Consumers are invited to go to the dedicated page and sign in with their Starbucks Card. On logging in, they will be able to choose, which of the 124 local non-profit organizations will receive their piece of $4 million, which Starbucks is distributing. The only thing Starbucks needs from you here is your opinion—no money or volunteering—and for a ‘like’ they get a better neighbourhood. The votes can be cased every week in April at the www.votegivegrow.com website.

“Each individual has the power to make a difference. Your weekly votes throughout April will determine how the Starbucks Foundation distributes $4 million to 124 local non-profit organizations. Add your vote to those cast by thousands of other individuals and help improve your community. More than 120 non-profits will receive financial support. In turn, their programs will help people in your neighborhood access services that help them gain education, housing, employment and a thriving community,” writes the brand on the initiative.

April is traditionally the Global Month of Service at Starbucks, which means that throughout the month the company’s employees and consumers are volunteering to create positive change in their own communities and around the world (check the projects here). Starbucks is inviting its consumers to join the company “in reaching our goal of 1 million community service hours per year by 2015.”