American Express Empowers Cardmembers to Make a Positive Impact in the World with Unique Online Program

The Members Project Encourages Cardmembers to Submit their Project Ideas for Doing Good; American Express Will Bring Top-Voted Idea to Life with Up to $5 Million

NEW YORK,- American Express today announced a unique online initiative called The Members Project (www.membersproject.com) that enables American Express® Cardmembers to come together as a community by submitting and sharing their project ideas for making a positive impact in the world. Cardmembers can rate and discuss the project ideas on message boards and will ultimately vote and choose one innovative winning idea that American Express will help bring to life with up to $5 million. The Members Project, which is a part of American Express’ new brand campaign, “Are You a Cardmember,” highlights the value of being a Cardmember and part of the American Express Cardmember community.

“Our Cardmembers make up a unique community -- one that is highly engaged and passionate -- and we know that they care about the world around them,” said Jud Linville, president of American Express Consumer Card Services Group. “Through the unique experience of The Members Project, our community of Cardmembers is pulling together and collectively shaking up the world just a little bit to do some good.”

How The Members Project Works
Starting today through June 17, Cardmembers can go to www.membersproject.com, register and submit their project ideas for making a broad positive impact in one of the following categories: Arts & Entertainment, Business & Finance, Education, Environment & Wildlife, Fun, Health & Fitness and Community Development. Cardmembers can also participate by rating or posting comments about project ideas already submitted.

For every Cardmember that registers, regardless of whether they come up with a project idea or just add their input on project ideas already submitted, American Express will contribute $1 toward the winning idea. The more Cardmembers registered, the more dollars available. American Express will commit at least $1 million and up to $5 million for the winning idea.

Once the project idea submission and rating phase closes, starting June 18th American Express will work with a special Advisory Panel to review the top-rated projects and narrow the submissions to the top 50 ideas.

“In addition to our community of Cardmembers, we have enlisted a group of well-known and respected leaders across a number of fields to help us identify the ideas that are the most innovative, achievable and have a broad, positive impact on the world around us,” added Linville.

Advisory Panelists include:

* Geoff Canada -- President and CEO of the Harlem Children’s Zone
* Ellen DeGeneres -- Comedian and Talk Show Host
* Dr. Jane Goodall -- Founder of the Jane Goodall Institute and UN Messenger of Peace
* Rosabeth Moss Kanter -- Harvard Business School Professor
* Dr. Michael Lomax -- President and CEO, United Negro College Fund
* Wynton Marsalis -- Artistic Director, Jazz at Lincoln Center
* Gabrielle Reece -- Professional Volleyball Player and Sports/Fitness Expert

The top 50 ideas will be announced on July 3rd and Cardmembers can then log-on and cast their vote for their favorite idea. Based on popular vote, the top 50 ideas will be narrowed to the top 25 ideas and then the top five, with the final winning idea announced on August 7th.

American Express and Giving Back
Giving back is a core value of American Express and being a “good citizen” is a hallmark of the brand. American Express was the first company to launch a cause-related marketing campaign, which was a program benefiting the Statue of Liberty in 1983, and the Company has continued to roll out successful initiatives around the world that have enhanced the communities where we live and work and bring support to causes.

Over the years, American Express has supported causes that are important to Cardmembers, merchant partners and the general public, from reopening the Statue of Liberty after 9/11 to fighting hunger and preserving historic sites around the world. Through these programs, including The Members Project, American Express is providing an outlet for consumers’ desire to “do good.”