Have you heard about the Members Project from American Express?
It’s a social good promotion built to encourage people to “come together to achieve something amazing.” Card members are invited to submit ideas for projects in the areas of arts and culture, community development, education, environment and wildlife, and health. Anyone, including non-cardmembers, can discuss, campaign for, and then vote on their favorite projects.
Here’s a recent ad for the campaign:
American Express will award $2.5 million dollars to the top five projects ($1.5 million for the winning project). Last year’s winning project helped provide two billion liters of clean drinking water for children, and the second, third and fourth place projects helped plant trees, restore national parks, create wind and solar powered generators and connect people with public schools to help out with classroom needs.
Currently, 427 projects have been submitted. The project in the lead, “Adopt a Classroom. Support America’s Teachers,” has 1,584 votes.
A win-win-win campaign for AMEX
Site visitors win because they get to do some good by nominating and/or voting for the causes they believe in.
The causes win whether they are one of the five finalists or not—this campaign is being supported by a significant ad campaign reaching millions of people. These causes will gain exposure they might not otherwise receive.
And of course, AMEX wins. This isn’t new territory for the company—they coined the phrase “cause marketing,” after all. But this campaign takes it to a whole new level. AMEX has used social media to create social good and engaged cardmembers and non-cardmembers alike.
What do you think of the Members Project? All good or all hype?
Comment below to weigh in.