We created Donate Your Color, the world’s first digital color donation program. The more digital color you donated, the more real paint Sherwin-Williams gave to deserving organizations all over the country. DonateYourColor.com offered three ways to donate: You could use our upload tool to turn a photo black-and-white, browse in black-and-white with the Donate Your Color Chrome extension, or install a code snippet to turn your website gray for everyone who visits.

DonateYourColor.com accepted donations for 10 days in May 2017, building anticipation for Sherwin-Williams’ National Painting Week community projects.

We gave people a range of options to donate:

- Turn a photo black-and-white to donate 500 sq./ft. of color

- Browse in black-and-white with our Chrome extension to give up to 5,000 sq./ft.

- Install a code snippet that turns your site/blog gray to give 10,000 sq./ft. of color

We supported the effort with banners and paid social ads. We also worked with our media partners at ApartmentTherapy.com and Brit + Co to amplify the message.

And, of course, every single donation served as organic advertising for the program, driving new people to give up their digital color for a good cause.

In only 10 days, visitors to DonateYourColor.com donated almost 11 million square feet of color, turning an employee volunteer effort into a nationwide collaboration with consumers.