• by Laurie Sullivan  @lauriesullivan, October 1, 2015

Yahoo began rolling out a month-long initiative Thursday in collaboration with DoSomething.org to highlight social causes.

During October, Yahoo will donate ten cents to DoSomething.org for every eligible Yahoo search on mobile Web in October, up to $1 million. The engine will highlight select causes during the month -- mostly supported by young people -- to its more than one billion users worldwide, helping to drive awareness and support. 

The campaign could push up Yahoo's organic market share, which in turn prompts brands to place more paid-search advertisements on the engine to become involved. 

Yahoo will generate $1.27 billion in U.S. search ad revenue in 2015 -- down 3.4% compared with last year, according to eMarketer. In 2014, Yahoo generated $1.32 billion in search ad revenue. Overall, mobile search ads account for the second-largest share -- at 44.7% or $13.62 billion, according to eMarketer.

Initiating eligible searches, users must visit do.yahoo.com using their mobile phone and perform a query. Following the initial search, each additional yahoo.com search performed from that mobile phone will also trigger a donation. 

Olivia Khalili, director of Yahoo For Good, says Yahoo partnered with DoSomething.org because of their expertise in helping people take action, a strategy at the core of Yahoo Search. "We’re focused on delivering search results that help you get things done immediately from your mobile phone," she says. "We both believe that to take action and make a difference in the world, you need access to the right knowledge."

DoSomething.org tackles issues important to young people worldwide. From STEAM learning to global warming, to bullying, to texting while driving, DoSomething.org aims to create thought-provoking campaigns that affect millions and drive true impact at the community level.