Now in its third year, the Kirby4Heroes campaign headed up by Jack Kirby's granddaughter, Jilian Kirby, is setting its sights a little higher.

It's increasing its fundraising goal, which benefits comics creator non-profit group the Hero Initiative, from $10,000 to $15,000, and is aiming to get even more artists and comics shops involved in the effort. It's also been endorsed by ComicsPRO, the trade organization for comic retailers, according to the LA Times' Hero Complex.

On August 28, the day that would have been Jack Kirby's 97th birthday, retailers around the country (a list of 15 stores that are participating is available on the Kirby4Heroes website) will donate a portion of their proceeds to the Hero Initiative, which aims to provide something of a financial safety net for comic creators who often work as contractors, which means they get no insurance or retirement benefits. Stores have also agreed to hold birthday celebrations for "The King" of comics with raffles, artist events, and more.

Also that day, artists will be encouraged to "Wake up and Draw" art pieces that will be auctioned off to benefit the Hero Initiative. Georgia's Savannah College of Art and Design is planning to incorporate Jack Kirby's work into its curriculum for two days. Likewise, the Cartoon Art Museum in San Francisco and the Moebius Liceo galleries in Buenos Aires and in San Paolo, Brazil will hold events.

Charitable folks are also being encouraged to send donations directly to the Hero Initiative online or to send donations by mail to:

Kirby4Heroes Campaign
c/o The Hero Initiative
11301 Olympic Blvd., #587
Los Angeles, CA 90064