For each photo uploaded on Facebook, Instagram and Twitter with the hashtag #ShareYourEars, Disney will donate $5 up to $1 million to Make-A-Wish America and Make-A-Wish International. Participants are encouraged to get creative with their posts. Photos on ShareYourEars.org show people using items like balloons, CDs and soccer balls to create the appearance of the famous mouse ears.
"The more creative the better," Disney wrote in a blog post.
The campaign will run through March 14.
Disney has not specified if there is a limit to how many photos one person can submit.