Get FaceBook fans for "only" $30 each?

I just read this in the DMA Nonprofit Federation's email newsletter:

"THE NEW YORK TIMES
CHILDREN’S HOSPITAL GETS MOST VOTES IN CONTEST
The results are in, and St. Jude’s Children’s Research Hospital is the winner of the Target Corporation’s “Bullseye Gives” contest on Facebook, in which 10 charities vied for votes from the social network’s users. St. Jude’s, founded by the late actor Danny Thomas, garnered 26.6 percent of the 291,399 votes cast and won $797,123. Coming in a close second with 26.5 percent of the votes was the American Red Cross, which won $793,942 from the company, which gave away a total of $3 million. Contests are fast becoming an additional means for charities to raise money, but Target, too, found benefits. More than 97,000 new fans joined the retailer’s Facebook page during the contest, and daily views of its page increased by 4,800 percent."

So... $3million / 97,000 = about $30 per fan. I'm REALLY curious about the ROI on that.