Santander, one of the largest retails banks in the United States by deposits will be giving a total of $350,000 to local non-profit organisations.
As part of the "Ideas for Good" campaign, customers were able to vote for their favourite community non-profits at 700 branches across the north-east of the USA.
It was announced today that the local organisations with the most votes will receive $500 each, donated from Santander.
Recipients include local braches of the YMCA, local braches of the Salvation Army, Homes for Our Troops and Leighthouse Homeless Shelter.
"We created this program as a way to give back to the community and engage our customers in supporting their local neighbourhoods," said David Miree, managing director of Santander’s retail branch network.
He added that he was "proud to donate $350,000 to hundreds of local organizations from New Hampshire to Maryland."
"Ideas for Good" is just one part of Santander’s $200 million rebranding scheme that will be carried out over the next few years. Other components of this scheme include a new mobile banking app and an advertising campaign featuring actor Robert De Niro.
Kathy Klingler, chief marketing officer at Santander said, "We wanted to make a meaningful impact in the community when we introduced the Santander brand in the marketplace and know from our customers’ responses that they appreciated the opportunity to participate in this campaign that will help so many deserving organizations.