AmEx Pulls Out Charity Card Online
American Express has launched its Red Card by using the Internet to sign up consumers and raise funds to fight AIDS. U2 front man/global diplomat Bono, chairman and founder of AIDS charity DATA, launched the initiative to raise money for humanitarian organization the Global Fund. The American Express website describes the program as “A minimum of 1% of all you spend on the Card will be paid to the Global Fund by American Express on your behalf - and we’ll raise this to 1.25% of all spend over £5,000 in one year. What’s more, if you start spending within the first month of receiving the card, we will pay an additional contribution of £5.”
Users can sign up on the American Express website, and AmEx is using a variety of online platforms and partnerships to drive registration. An Amex spokeswoman explained to Adotas how the Red Card campaign differs from past cause marketing programs, saying,”This is an economic operation not a philanthropic operation around a group of people called ‘conscious consumers.’”
Amex’s current partners in the Red Card initiative are Converse, Giorgio Armani, and Gap. These companies have made a commitment to contribute a portion of profits from the sales of certain products, displaying the Red mark, to the Global Fund.
Reader Comments.
Check out www.mobileaccord.com. Bono should have concerts in which he gets people to make donations from their cell phones. This revolutionary mobile platform has raised donations for events such as the Olympics.
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