The Box Tops for Education (BTFE) program is a school fundraising program sponsored by General Mills. Schools can earn 10 cents for every qualifying product purchased by parents and turned in to the school. The program began in California in 1996 as a way for schools to earn money through collecting coupons, known as Boxtops, from participating products. By 2001, the program had distributed over $50 million to participating schools. As of 2016 it was considered the largest education cause marketing campaign, and given away nearly $1 billion to schools as of 2021.

In 2019, the program switched from physical box tops to a mobile application.  Along with the change was a requirement to submit yourreceipts within a couple days of purchase, not even 90 day.  As a result of this Draconian change, redemption plummeted to decades low levels as the Boxtop program has made it onerous to use. 
Before schools had upwards of 18 months to collect and redeem boxtops.  Now each individualhas approximatelytwo days.  Even well intentioned neighbors cannot help out now by giving their boxtops to school children.  This is no longer the community program it once was.

References 

Fundraising
General Mills
Advertising campaigns