I had an idea years ago that I was able to share but it never came to fruition. I work for a large financial institution. (I know...). Anyways, I pitched the idea of a high-end rewards card, kind of the opposite of the Amex Black Card. Instead of accruing points that you could use to buy things for yourself, my card would allow you to adopt a specific child. Let's call her Maria. Every point you accrued would go to help out Maria. Maybe it pays for books, schooling, clothes, food, a savings account accessible to her after she finishes school, etc. Your card would literally have Maria's face on it. I called it the Care Card and the tag line was, Spend With Purpose.

I was able to get the idea to the upper echelons of my company but the response I got back was that while people say they care about helping others, their behaviors show different. However, nothing like my idea had ever been done before. Companies have had cards that help organizations, like cancer, hiv research etc. But NEVER a specific person. That's the difference and it changes a consumers perception of their own behavior. All of a sudden, you want to pick up the bill at the restaurant because you are helping Maria. Your altruism is worn on your sleeve. People are vain, why not play in to that AND help someone in need?

Anyways, that's my idea. I think I'm going to pitch it to another bank.