SAINT HELENA, Calif.-- (BUSINESS WIRE) -- With discretionary spending on the decline and Facebook pages on the rise what's a smart fundraiser's next move? Julie and Andrew Constantin, Bay Area tech innovators and founders of The V Foundation Wine Celebration, are betting on an aggressive social media campaign designed to encourage "everyday" philanthropy.

"This fundraising is literally a matter of life and death," says Julie Constantin, V Foundation board member and high tech industry whiz kid who together with husband Andrew created the event in 1998. "Lung cancer is the leading cause of cancer death in North America, and while new therapies have shown some promise, research dollars for further exploration are difficult to come by and we want to change that."

The V Foundation has committed to a $1 million dollar, four year grant to be awarded to a research institution that can show promising results in developing effective treatment for lung cancer. The grant will be made in the name of Emily Miner, the young Napa Valley vintner and mother recently featured as the "New Face of Cancer" in Women's Health magazine. Large, dedicated grants are traditionally funded by donations to a "fund-a-need" during the annual fundraising event however in this time of economic challenge organizers are taking no chances.

"As a Foundation, we realize that cancer has no concept of a recession, and we need to actively pursue any avenue that will help us reach our goal," says Bob Lloyd, Chairman of the Board of Directors of The V Foundation. "Growing our audience in new and innovative ways can help raise awareness and support for much needed research. If a tiny fraction of the people online today gave $5 to this cause tomorrow, I can only imagine how we could advance innovative new treatments for lung cancer. The internet provides a new frontier for fundraising that has yet to be fully explored."

"Every little bit counts. We've succeeded beyond our wildest dreams with The V Wine Celebration, raising $30 million in ten years for The V Foundation, but with so much at stake there's no way we can sit this one out because of the economy," says Constantin. "Getting someone to write a check for $100,000 is huge, but very few people can do that. Getting 100,000 people to donate $5 or $10 - technology can help us reach millions of people who can do that, and help fund a cure."

Enlisting friends and colleagues with blogs and Facebook pages, and taking advantage of YouTube, Twitter and BazaarVoice Stories, Constantin and her V team are ramping up to employ every viral resource they can get their hands on - with a goal of meeting or exceeding the $1 million fundraising mark by 6:00 p.m. on Saturday, August 8th.

The Emily Miner Lung Cancer Grant fundraiser will take online donations through a secure server at www.winecelebration.org/everydollarcounts, and contributions will be tracked and reported on daily. Fully endowed, The V Foundation applies 100 percent of new cash donations directly to cancer research. "Anyone who donates will be able to know for a fact that every last cent will fund research efforts to eradicate cancer, and if they follow the twitter feed they can actually get up to date information on research results as they occur," notes Lloyd. "That's extremely powerful, and totally transparent."

To learn more about how you can help, visit www.winecelebration.org

Since 1993, The V Foundation has raised more than $80 million, awarding grants in 38 states and the District of Columbia. The Foundation’s Scientific Advisory Board, comprised of some of the top physicians and research scientists from prominent universities and cancer centers nationwide, assures that only the cancer research projects with the most potential are funded, and best of all, 100 percent of all new direct cash donations and net event proceeds to cancer research and related programs. Recognized for its prudent fiscal management, The V Foundation has earned a top four-star rating from Charity Navigator, America’s largest charity evaluator, for a sixth consecutive rating. The Wine Celebration is The V Foundation's signature fundraising event.