According to Giving USA Foundation chair Edith H. Falk, “In addition to support from individuals and foundations, some nonprofits received exceptional support from the corporate sector, which included billions of dollars’ worth of in-kind donations, particularly from information technology firms and pharmaceutical manufacturers.”

This is great news, of course. But, do you have to be a big corporation to do good? From cause marketing, to grants, to buying tables at fund-raising events, businesses of all types are flying their corporate social responsibility flags by investing in their communities. And why?

According to the 2009 Global Edelman goodpurpose™ Study, “Despite the downturn, across the globe people’s sense of commitment to helping others—and to brands and companies that share that commitment—remains strong.”

And get this:

“Around the world, consumers voice a strong desire for marketers to connect their brands to social action. Forty-two percent say that if two products are of the same quality and price, commitment to a social purpose trumps factors like design, innovation and brand loyalty when choosing one brand over the other. Half (52%) of consumers globally are more likely to recommend a brand that supports a good cause over one that does not, and 54% would help a brand promote a product if there was a good cause behind it.”

Your company doesn’t have to be big to create this win-win situation.

So, what is YOUR brand doing? What’s working and what’s not?

I have a bias towards American Express. They were the only credit card company that extended real credit to me when I immigrated to the U.S. They actually checked my Amex history in Canada, unlike Citibank and others who claim their companies over the 49th parallel are unconnected. So, when I received the e-mail this morning announcing The Members Project, I was intrigued and read it thoroughly.
This is corporate philanthropy at its best. It’s the ultimate win-win situation.

“Introducing The Members Project, an exciting new initiative that brings American Express® Cardmembers together to do something good for our world.
Join Cardmembers to dream up, and ultimately unite behind, one incredible idea. American Express will bring it to life with up to $5 million.
So where does the money come from? It’s all about power in numbers. For every Cardmember that registers, American Express contributes $1 – up to $5 million for that one winning idea.*
Will you send meningitis vaccines to Africa? Rebuild a school in New Orleans? Or support small organic farmers? The possibilities are endless. The decision is yours. Join The Members Project today.”

Members can recommend projects and recipient organizations, and over time, they can vote and narrow the list down, just like on American Idol.
It’s creative. It’s innovative and can likely capture the hearts of older Millennials. It’s a great acquisition tool for Amex and another nugget to add to their corporate social responsibility bag of good deeds.
Way to go American Express. I look forward to seeing how this one plays out.