The Daily Tell

Whether it’s through one hour of volunteering or one dollar given to a worthy cause, everyone can be part of something big with a little effort. This is the idea behind the Members Project – an initiative that helps philanthropic-minded Americans vote, volunteer or donate to help make a difference.

American Express is partnering with TakePart to initiate the Members Project 2010. Anyone with a passion for giving back – whether they are an American Express Cardmember or not – can do their part through the project. Participants can decide what change they want to see and start making it a reality by visiting the Members Project website as well as its Facebook and Twitter pages.

Officials hope that people involved will also use social media to promote the charities they support and spread the word about the Members Project. TakePart, a subsidiary of Participant Media, is dedicated to using entertainment media to drive philanthropic action.

Now, the organization is proud to partner with American Express in these efforts. "Partnering with American Express, TakePart will help inform, inspire and activate users with tools to really make a difference," said Christopher Gebhardt, general manager of TakePart.

"We are unleashing a multitude of ways for everyone to help change the world one step at a time," said Nancy Smith, American Express’ vice president of global media, content and community. "American Express and TakePart have a vision and are deeply committed to empowering people to successfully do something bigger."

Officials at American Express refer to this campaign as corporate "cause marketing." Cause marketing might be described as companies using their influence to raise awareness and funds for social issues. Pepsi’s Refresh campaign, which awarded multiple grants to various nonprofits, is another demonstration of cause marketing.

Corporate cause marketing might help organization leaders streamline their funds toward relevant programs and projects and reduce the need for nonprofit marketing budgets. According to onPhilanthropy.com, nonprofits currently spend more than $7.6 billion a year on marketing, public relations, and advertising.