If you watched the Oscars last night (and I will save the commentary for someone else!), then you probably saw the American Express commercials featuring two socially responsible entities--the Harlem Children's Zone and Patagonia.  The commercials represent part of an initiative, called Members Project, in which American Express has partnered with Take Part to provide people with opportunities to "make a difference in the communities" where they live and work.  You can "take part" in three ways.  First, you can vote once a week for your favorite charity and every three months American Express will donate $200,000 to the five charities with the most votes.  Second, you can volunteer  your time at a charity through Members Project, and in exchange, American Express cardholders can receive membership reward points, while non-cardholders can donate the points to a charity of their choice (or redeem the points if and when they become an American Express card member!).  Third, you can make a donation, either in cash or in membership points. 

The American Express Take Part website begins with this expression:  "Giving back is a core value at American Express and being a “good citizen” is a hallmark of the brand."  After pinpointing its involvement in charitable giving, and noting that the company "is often credited as being the first company to launch a cause-related marketing campaign," American Express states that the Take Part initiative reflects the company's "next step in its mission to empower positive change."  And it is a step designed to make it easier for people to get involved.  Given recent reports indicating a sharp drop in charitable contributions along with an increase in the need for services, it seems like a good next step.

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