American Express Members Project

American Express (AXP) must be unfazed by all of the Project RED naysayers. The company has just unveiled another socially minded project aimed at stirring consumers by offering the prospect of social change. Unlike RED which is primarily focused on AIDS, The Members Project is the Linux equivalent of philanthropy. Any “member” can build a philanthropic idea from the ground up by submitting his or her idea on how to make the world a better place. Other card members then vote on which ideas are best and American Express funds those winning ideas with $1 for every participating card member. 

This interesting and potentially meaningful effort does have some drawbacks – the ultimate donation is capped ($1 for each member up to $5 million) and, as the name implies, the project is exclusively limited to those deemed credit worthy by Amex (see: card holders).

Given how large Amex is, I would have liked to see a higher donation limit. It strikes me as odd that if 15 million people sign up to become part of the project the company will just say “tough luck” to the last 10 million. Apart from not potentially standing in the way of a movement, wouldn’t the brand equity be well worth the higher donation amount?

Still, at the end of the day the project is notable and it speaks to the power of social networking and to a growing desire by consumers to effect social change through their patronage. As I asserted in my RED post, those who view corporate promotional giving negatively probably won't find agreement among beneficiaries of this aid.

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Comments

[Sarah]

Maybe Ken Chenault should fund the excess signups with his bonus.

[Melissik]

One afternoon, I was in the backyard hanging the laundry when an old, tired-looking dog wandered into the yard. I could tell from his collar and well-fed belly that he had a home. But when I walked into the house, he followed me, sauntered down the hall and fell asleep in a corner. An hour later, he went to the door, and I let him out. The next day he was back. He resumed his position in the hallway and slept for an hour.
This continued for several weeks. Curious, I pinned a note to his collar: "Every afternoon your dog comes to my house for a nap. "
The next day he arrived with a different note pinned to his collar: "He lives in a home with ten children - he's trying to catch up on his sleep."

I cried from laughter
Sorry, if not left a message on Rules.

[sma]

Shame on American Express Members Project® '08. I never thought Am Ex could consider detecting Alzheimer in an already overfed population could rank higher and more important than saving lives of children or feeding them. Now I can understand what this was all about. No altruism here. Just greed, selfishness and lobbying.