The Girl Scouts of the USA is asking consumers to consider investing in girls on its new national small-dollar donation platform. GSUSA is calling the donation drive “The Girl Scout Challenge,” and it’s running until December 2.

“As we enter this season of giving, we’re challenging everyone to join us by investing in girls, the leaders, change-makers, and trailblazers of our collective future,” said GSUSA Director of Communications Stewart Goodbody.

The donation platform is just one of the fundraising tools GSUSA hopes will help endow the group’s 10-year ToGetHerThere campaign, which launched back in 2010 and aims to raise $1 billion by 2020.

“In a world that undeniably needs more leaders who create positive change, we need more Girl Scouts—and more Girl Scout resources,” the platform reads. “Your investment makes possible critical, life-changing, girl-led programming, while also supporting each girl during a critical time in her life and development—a gift that will continue to benefit girls and society for years to come.”

In order to get out the word about the drive, “Girl Scouts from all walks of life have been sharing accounts of how they build a better world,” Goodbody said. “Whether harvesting community gardens they planted for food banks, initiating programs to combat bullying in schools, cleaning local streams for future generations, or using their STEM skills to assist those with disabilities, girls, through Girl Scouts, activate their inner G.I.R.L. (Go-getter, Innovator, Risk-taker, Leader) and make a demonstrable difference in the world.”

Along with media placements and the deployment of a digital media strategy, Goodbody said that GSUSA will also reach millions of consumers who are watching the 90th Anniversary Macy’s Thanksgiving Day Parade, in which the group’s “Build a Better World” float will make its way through Manhattan.

“While many brands have supported the notion of championing ‘girl power’ in recent years, there has been little action in the form of financial endowments—shockingly, less than 8 cents of every dollar granted by U.S. foundations goes toward addressing girls and issues relevant to them,” said Interim GSUSA CEO Sylvia Acevedo in a press release. “And unleashing girls’ potential and developing their leadership skills is essential if they are to thrive in the 21st century. So as we enter this season of giving, we’re challenging everyone to join us by investing in girls, the change-makers and trailblazers of our collective future.”

According to Goodbody, donations will help GSUSA and its 112 local councils continue to provide its programming that combines elements such as STEM, the outdoors, life skills, and entrepreneurship. “Those who give to support the Girl Scout Movement and contribute to the skill-building and leadership development of girls everywhere recognize the importance of investing in the leaders of our future,” she said.

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