Breaking News: Humane Society of the United States Added to Microsoft's i'm Initiative List of Benefiting Charities

It's not often that I get to 'break' news here at the Cause-Related Marketing blog, but today I do.

Here's a press release, leaked to me, which announces that The Humane Society of the United States is the tenth charity to benefit from Windows Live Messenger's cause-marketing campaign called the i'm Initiative.

The Humane Society of the United States Announces Participation in the i’m Initiative from Microsoft

Windows Live Messenger connects customers to top social causes through the donation of Microsoft advertising dollars

(May 21, 2007) - Starting today, anyone who sends instant messages to their friends, family or colleagues using Windows Live Messenger can also help animals at the same time.

Through participation in the i’m Initiative from Microsoft, The Humane Society of the United States is offering supporters and other animal lovers who download Windows Live Messenger the opportunity to make a difference without spending a dime. Microsoft will donate a portion of advertising revenue to The HSUS, and also offers special backgrounds and buttons featuring an animal theme.

Microsoft and nine other charitable organizations announced the launch of the i’m Initiative in March. The HSUS is the tenth organization participating in the

‘The Humane Society of the United States is pleased to be participating in this exciting program,” said Wayne Pacelle, HSUS president and CEO. “We are searching for every possible way to connect with our supporters and to help them demonstrate their affection for animals and their affiliation with us.”

This new initiative connects selected cause-related organizations to Windows Live Messenger users. When joining the program at, users will be asked to select a cause organization to benefit from donations generated from their conversations on Windows Live Messenger.

Every time a user who joins the i’m Initiative has a conversation, Microsoft shares a portion of the program’s advertising revenue with the participating organization of his or her choice. While there is no set cap on the amount each cause can receive, Microsoft will make a minimum $100,000 guaranteed donation to each of the 10 organizations during the first year of the program.

Designed to empower people to make a difference without spending a dime, Microsoft says the i’m Initiative helps support causes that are confronting some of the world’s most urgent social issues. The i’m Initiative aims to help the organizations involved to broaden their reach in a sustainable and new way, allowing the millions of people already using Windows Live Messenger today to be a part of the solution.

According to a 2006 Cone Cause Millennial Study, 61 percent of young Americans between the ages of 13 and 25 are currently worried about the state of the world today and feel personally responsible to make a difference.

“This initiative is the latest in a series of programs we offer to help people connect to our mission to celebrate animals and confront cruelty,” said Pacelle.


The Humane Society of the United
States is the nation’s largest animal protection organization – backed by
10 million Americans, or one of every 30. For more than a half-century, The HSUS
has been fighting for the protection of all animals through
advocacy, education, and hands-on programs. Celebrating animals and confronting
cruelty -- On the web at

more information, press only:
Rachel Querry, The Humane Society of the United

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