• by Wayne Friedman , March 9, 2015

CBS is taking an unusual approach in getting viewers to contribute to charities: sign on a big TV sponsor that converts viewing engagement of its brand-sponsored videos into money donations.

CBS EcoMedia unit, which uses advertising to fuel charitable efforts, has started up “Viewers to Volunteers,” which allows viewers to give to a charity of their choice without spending their own money.

When viewers watch or share advertiser-sponsored videos on their smartphones, tablets or computers, they accumulate credits that are converted into donations for a charity they choose. Donations are paid by the sponsor -- in this case Toyota, the inaugural sponsor.

For Toyota, it is worth it -- viewers are engaging with its brand for a good cause.

CBS is starting up a marketing campaign in four markets where the “Viewers to Volunteers” effort will launch: Los Angeles, Philadelphia, Minneapolis and Dallas-Fort Worth.

CBS charities partners include, among others: Junior Achievement; Meals on Wheels America; Special Olympics World Games; Starlight Children’s Foundation; Volunteers of America; Fisher House Foundation; First Book; Kids In Need Foundation; Little Kids Rock; National Recreation and Park Association; and Points of Light.