<http://schema.org/headline>
"JCPenney customers can round up to help Habitat for Humanity"^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.gadsdentimes.com/article/20130509/NEWS/130509791/1202/NEWS01?Title=JCPenney-customers-can-round-up-to-help-Habitat-for-Humanity>