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NASHVILLE, Tenn. — Another permutation of gift cards will hit the market this holiday season, one that ties gift giving and charitable giving together. The Giving Tree GiveCard will carry a MasterCard logo and designate 10% of its face value to go to a charity of the recipient’s choice. Card recipients choose which charity gets the donation from a database of 1.5 million registered nonprofits that will be on the Giving Tree Web site when they activate their card.

“At Giving Tree, sharing is the foundation of our business model. By sharing a small amount of your gift, you can improve society, help the environment, change a life,” said Clayton Nicholas, co-founder and president of Giving Tree LLC.

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