BigBham, a Birmingham, AL-based website and e-mail marketing company associated with BirminghamMenus.com, has found a way to spread the holiday spirit. They are asking their more than 15,000 subscribers to their emails to donate to the Jimmie Hale Mission.

The ask started on December 20 and will continue through tomorrow (Thursday) evening. BigBham owner Nate Schmidt has been quoted by news outlets about the project about how it came to be:

“We called the Jimmie Hale Mission and asked if they would let us run a ‘deal in reverse’, instead of getting an amazing deal this week, people can give one.”

The site kicked it off by purchasing 100 meals themselves. So far more than 1,500 meals have been purchased with 100% of all proceeds going to the nonprofit.

You’ve got until Thursday. Don’t forget you can give to Jimmie Hale Mission all year long.