Tech Companies: Steal This Idea from Mr. Softy! I’M intrigued by the new cause-related marketing campaign Microsoft is promoting right now called the “i’m Initiative.” Sign up with the i’m Initiative in the United States and every time you use Window’s Live Messenger Microsoft will make a donation to one of nine designated charities. The money for the donation comes from splitting ad revenue, which echoes the way Seth Godin’s Squidoo.com makes charitable donations. As currently constituted the nine charities are: American Red Cross ; Boys & Girls Clubs of America ; The National Aids Fund ; National Multiple Sclerosis Society ; ninemillion.org ; The Sierra Club ; StopGlobalWarming.org ; Susan G. Komen ; and UNICEF . The most recent survey of IM users that I’m familiar with comes from the Pew Internet & American Life Project , published in September 2004. They found that 42 percent of American Internet users, or 53 million people, used IM. The heaviest usage is among Gen Y (age...
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