NASHVILLE, Tenn. — Another permutation of gift cards will hitthe market this holiday season, one that ties gift giving andcharitable giving together. The Giving Tree GiveCard will carry aMasterCard logo and designate 10% of its face value to go to acharity of the recipient's choice. Card recipients choose whichcharity gets the donation from a database of 1.5 million registerednonprofits that will be on the Giving Tree Web site when theyactivate their card.

“At Giving Tree, sharing is the foundation of our businessmodel. By sharing a small amount of your gift, you can improvesociety, help the environment, change a life,” said ClaytonNicholas, co-founder and president of Giving Tree LLC.

The company is building a suite of socially conscious brandedproducts, and a community for what it is calling microphilanthropythat provides fun and easy ways for everyone to give back withmeaning. Giving Tree will also offer nonprofit affinity programsand develop customized corporate programs to promote corporatesocial responsibility, according to a release announcing the newcard.

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