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Chat With Friends And Be A Good Samaritan All At Once

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May 30, 2007 

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Sarah Novotny  |

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Chat With Friends And Be A Good Samaritan All At Once

College campuses share many characteristics. One of which is charity. Causes are virtually everywhere on college campuses and this is exactly what Microsoft is looking to capitalize on with it’s “I’m Making A Difference” campaign. Microsoft is getting college students to use Windows Love Messenger by donating a portion of ad revenue generated by the IM client.

Word of mouth is important to this campaign and this component was launched by RepNation targeting college students. ReNation enlisted 70 college students as ambassadors on 35 campuses to create thier own campaigns under the “I’m….” initiative. Users can choose between nine organizations to receive a share of ad revenue.

The organizations include Boys & Girls Club of America, National Mulitple Sclerosis Society, American Red Cross, National AIDS Fund, Sierra Club, ninemillion.org, Stopglobalwarming.org, U.S. Fund for UNICEF, and Susan G Komen for the cure. Each charity will receive their portion every time a user has a conversation on Windows Live Messenger. Microsoft has said it is committed to donating at least $100,000 to each organization. Donations will exceed that amount depending on the success of the program.

Many of the students utilized in RepNation’s efforts to promote the program partnered with campus chapters of the aforementioned organizations in order to target groups or individual students. Microsoft most recently announced a separate initiative that gives students at the University of Pennsylvania access to Live programs that will aid students with studies and social life as well as promote usage of their platform.

Tags: American-Red-Cross, Boys-&-Girls-Club-of-America, microsoft, National-AIDS-Fund, National-Multiple-Sclerosis-Society, ninemillion.org, RepNation, Sierra-Club, Stopglobalwarming.org, Susan-G.-Komen-for-the-cure, UNICEF and Windows-Live-Messenger

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