The company depended upon many volunteers to promote the company and to distribute its shoes to needy children. For Example, Friends of TOMS was registered nonprofit affiliate of TOM Shoes that had been formed to coordinate volunteer activities and all shoe drops. The company sponsored an annual "Vagaboard Tour" to reach college campuses. Volunteers were divided into five regional teams to reach campuses throughout the United States to spread information about the One for One movement. To capture volunteer enthusiasm, the company formed a network of college representatives at 200 schools to host events, screen a documentary about the brand, or throw shoe decorating parties.