In late 2009, Fox School of Business marketing professor Jean Wilcox received a call from a friend who had grand plans for using social media to orchestrate a global event to mark Oct. 10, 2010 – or 10-10-10.

Although a worldwide phenomenon didn’t materialize, Wilcox used the idea to inspire ongoing 10-10-10 projects in her entrepreneurial marketing classes, which for the past two semesters have raised money for charity. The concept: Give 10 student teams $10 each and have them multiply that money by a factor of 10 – all for social good.

“As soon as I turned the idea loose in that classroom, the energy in the class went through the roof,” Wilcox said.

In its inaugural semester in Spring 2010, 18 student teams raised more than $5,500 for an array of charities, from Alex’s Lemonade Stand to the ALS Association. This semester, 20 teams in two classes more than tripled that amount to collect in excess of $17,300 – not including donations of goods and services worth an additional $2,100.

Not bad for a $200 investment.

This semester, charities ranged from the local – such as the Philadelphia Youth Orchestra and Mural Arts Program — to well-known nonprofits, including Susan G. Komen for the Cure and Live Aid. Other charities benefitting from this year’s project included a wheelchair basketball organization and a company in Calcutta, India, that helps women escape sex slavery.

The top-earning student team was Broadcast for Vince, a scholarship fund that honors the late father of senior marketing major Mark Raimondo. Vince Raimondo, a Haverford High School and Temple graduate who worked in radio for more than three decades, died this summer from colon cancer.

Through online donations, CD sales and events — including guest bartending nights and a benefit concert — the group netted $4,700 for the scholarship, which will benefit Haverford High School students who demonstrate financial need and plan to pursue careers in broadcasting or communications.

“The hands-on factor was really unique, and I’ve never had any other class like that,” Raimondo said. “It really helped me understand how much work is involved in setting up a business.”

Added teammate Brandon Burkholder, also a senior marketing major: “I think the project helps students see, from a fundamental business aspect, the different items they’re going to come across” in the professional world.

As it was for Raimondo, the 10-10-10 project was deeply personal for Brian Tomczuk, whose group — Phil-Lea Phoundation — raised money and donated supplies to benefit his sister, Jamie, a first-year middle school teacher at Henry C. Lea School in West Philadelphia.

Tomczuk, a local hip-hop artist known as Tom Charles, held a fundraiser at a DJ event, while a teammate who is a massage therapist offered free sessions with all tips going to their charity.

The team raised nearly $1,300, in addition to boxes of paper and other supplies, and visited the classroom of Tomczuk’s sister on Dec. 1 to present final donations and participate in class activities.

“They’re underprivileged, and to contribute to their education, to contribute to their learning experience, is the best feeling ever,” Tomczuk said.

Wilcox wraps the 10-10-10 project around relevant topics such as event planning and social media marketing. She also holds a “shark tank” exercise at the beginning of the semester where student teams must convince a panel of business professionals that they’ll earn back their $10.

“These students have really exceeded everybody’s expectations of what they are capable of doing. Seeing them get this excited about a project that does so much good is incredibly rewarding,” Wilcox said, nearing tears. “That’s why I teach.”