A story in The Australian, "Lonely Planet challenges the big end" tells of the travel guide publisher's big heart:
Publisher Lonely Planet and an anonymous donor have thrown down the gauntlet to corporate Australia by daring the big end of town to match their $500,000 donations to help tsunami victims.
Lonely Planet's $500,000 donation means the travel guide publisher, with revenues of less than $100 million and 350 staff, will stump up five times the cash donated by some major banks.
Lonely Planet chief executive Judy Slatyer called on businesses to dig deep and challenged them to match the federal Government's pledge of $35 million.
Describing Australia's role as critical, she said the business sector had enjoyed a year of strong profits, a booming economy and record share values. "All you need is another 70 companies to do what we've done, or maybe the big companies do more, and you will have doubled the Government's commitment," she said.
Let's watch what happens. :-)