I’m sure by now, everyone who owns a television has seen American Express’ commercial for their new Members Project. The Members Project is a new initiative that gives American Express cardholders the chance to vote for one idea that will have a positive impact in the world. No, it’s not deja-vu, it’s just kind of similar to the Case Foundation’s Make it Your Own Awards. Anyway, the idea with the most votes will be rolling in American Express moola up to $5 million. Check out the star-studded commercial.
The top 50 projects have already been announced. The top five (in order of popularity):
- Down Syndrome Awareness
- Plant a Million Trees
- Help African Children Orphaned by AIDS
- Treating Our Troops
- Cure Autism
Wow. Who know credit card-carrying Americans cared so much about Down Syndrome and tree planting. Also note that the slogan for the Project is, “You don’t have to be famous to make a difference -— just a Cardmember.” This is a very smart idea on the part of American Express for two very good reasons: this is an incredible public relations boon and will surely bring a significant increase in new cardholders who want to participate in this kind of big collaborative philanthropy. I certainly commend the corporations and foundations with the big bucks to spread it around as much as possible to the nonprofit community. The Members Project is also one more wonderful way for Americans to get exposed to philanthropy and giving in an engaged way.
However. We in the nonprofit community should also strive to let the public know that you don’t have to have an American Express card to make a difference. We need not depend on consumerism and cause-related marketing to drive philanthropic giving. We need to tell the public at every turn how we are helping our communities and we need their support. Who are the 1,500 people who voted for Down Syndrome awareness? Tell them they can check out the National Down Syndrome Society to find resources in their community.
Now don’t get me wrong, I’m not mad at American Express. Quite the contrary. But my advice to the Members Project participants? Sure, go ahead, sign up and vote for your favorite project. But if you want to make a REAL impact on your community, all you need to do are 4 simple steps:
- Find a cause you care about.
- Locate the nonprofits in your community (or even nationally) that are doing this work well.
- Donate your time as a volunteer or make cash donations to help them do the work for the cause that you care about.
- Repeat. Often.
If more Americans were working together on issues we care about in our communities, we would surely make much more of an impact than one corporate behomoth giving a one-time $5 million gift to make a public splash. Let’s not forget that.
