The employees of the US media company Gannett, the owners of USA Today, have been utilizing their social media accounts to help encourage people to donate $10 to the American Red Cross in light of the tornadoes in the state of Oklahoma.
Utilizing the Twitter hashtag "gannettcares", followers were asked to donate to the Red Cross by texting 90999 on their phones. A spokesperson for Gannett confirmed a memo was circulated, as reported here, but did not immediately respond to a request to discuss the thinking behind the move.
A spokesperson for the Red Cross declined a request for an interview, citing limited resources.
The tornado touched down in the Oklahoma City suburb of Moore May 20, with 24 people confirmed to have died, according to a report from the BBC.