The United Way of Harrisonburg and Rockingham County announced Friday the formation of a chapter at James Madison University.
The JMU Student United Way is the first chapter of its kind in Virginia.
It will be recognized during the first quarter of Saturday's football game against William & Mary at Bridgeforth Stadium.
As its first project, members will be at the game to collect canned food items or $1 donations in exchange for purple and gold streamers.
The goal is to collect enough canned food to provide for Thanksgiving dinners for 250 families in the Elkton area.
All donations and proceeds will go to the Elkton Area United Services.
MillerCoors is also donating 250 turkeys to the project.