Kobo is having a busy week. The Canadian technology released a touch screen eReader and now is announcing plans to raise $10 million to help encourage eReading in schools.

The company has created the $10 million fund “to inspire readers of all ages to read more and make a difference in their community.” Essentially for every 10 million minutes read on a Kobo device, Kobo will donate money to a fund that will pay to put eReaders in schools. (They will donate up to one trillion minutes read).

Kobo users can sign up to have their minutes counted at this link.