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.
The company is building a suite of socially conscious branded products, and a community for what it is calling microphilanthropy that provides fun and easy ways for everyone to give back with meaning. Giving Tree will also offer nonprofit affinity programs and develop customized corporate programs to promote corporate social responsibility, according to a release announcing the new card.
New cards can be ordered online and will be available for activation after Oct. 25, the new Web site said.
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