The idea of the 10-10-10 Project, led by Fox School of Business professor Jean Wilcox, is simple: Give 10 groups of Entrepreneurial Marketing students $10 each, challenge them to multiply that amount by 10, and donate the proceeds to charity. In six semesters, students have raised $212,000 in cash, in-kind goods and other donations. Most students say, “’We learned that we can make a difference; that you don’t have to be rich to give.’ That’s the most important thing to me. If I can help create a generation of kids who value good citizenship, I’m all for it,” said Wilcox.