A lot of companies give money to charities — it’s nice, but not all that unique. But what if you could make your usual corporate giving into something worth talking about?

The fact that American Express donates money every year is great, but not necessarily remarkable — it’s the fact that they bring their customers into the process that makes their donations much more meaningful. Their Members Project on Facebook lets cardholders decide which charities AmEx will give to every month, which takes the discussion outside of the office and to the public.

Most companies make corporate giving an internal process that customers never hear about. By bringing the decision to their fans, American Express started a whole lot of fantastic conversations.

How can you make the routine stuff you do into something exciting by giving your fans a chance to participate?


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