Do you want to donate your Gather points to help eliminate AIDS in Africa?
Learn more about Gather's involvement with Hallmark (PRODUCT) RED and review some of the updates that have been made to the program.
How are donations through the Hallmark (PRODUCT) RED program fulfilled to the Global Fund?
Gather will tally the points of participating members in this program and send the monetary amount of these donations directly to the Global Fund, not to a third party.
Can non-U.S. Gather members take part in this program?
Due to tax liabilities, non-U.S. members cannot have their points redeemed and donated to the Global Fund. For more information on this matter, click here. However, if a non-U.S. member would like to have an icon created for his or her namespace to promote the program, Gather will create one for that individual.
I would like to donate all of my Gather points to this program. Am I limited to donating my points earned between February 4th, 2008and April 27th, 2008?
No, you are not limited to donating points earned in this time period. As a default, members who participate will have points earned between February 4th through April 27th donated to the Global Fund. However, you can donate all of the points you have earned, or specify a certain number of points to donate. Please send a message to the Hallmark (PRODUCT) RED moderatorto indicate your preference.
Will Gather match my points to the campaign?
Sharing what you have is always a good rule of thumb, and that's Gather's approach. A portion of the Gather advertising revenue is returned to its members as Gather Points™. Many Gather employees are taking part in this program and are donating their points.
I like my current icon. Can I keep it and still donate my points to the Global Fund?
The Hallmark (PRODUCT) RED campaign is intended to be a viral campaign on Gather. That is, we want to spread the word, one member a time. In participating, we ask that you upload a new icon, which Gather creates for you to indicate you are supporting this campaign. Gather will allow you to keep your current icon but will update the image to include an "Empowered by (Hallmark) RED" graphic at the button of your photo. If you do not have an icon on Gather, you will be provided with a standard ""Empowered by (Hallmark) RED" icon.
However, if you do not want to upload the customized or standard icon, you can still participate. Please contact Hallmark (PRODUCT) RED moderator to take part in this program.
Visit hallmarkred.gather.com to learn about the campaign on Gather.
The views and opinions expressed by members on Gather.com are not subject to review by Hallmark and they may not reflect the view of Hallmark.
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Comments: 13
I am still concerned about whether Hallmark is making a significant contribution as a result of this project - if ANY contribution to the Global Fund. We now know that Gather is NOT making a contribution to the Global Fund.
So, ONLY Gatherers seem to be making a significant contribution. And, given that, why are we doing this in this big, splashy way that garners Hallmark heaps of goodwill publicity - instead of thru the same way that Minnesota Public Radio, KPCC, Paralyzed Veterans of America, and the Ryan Kaiser Memorial Fund receive donations from Gatherers? Why isn't there an option to donate our points on the Gather Points Redemption page?
This is especially interesting in light of the apparent path of the donations. Normally, Hallmark (and other companies) receives the money from the sales of (RED) products and then donates it to the Global Fund. Here, Gather is apparently donating Gatherers' contributions directly to the Global Fund.
Hallmark's only possible contribution is the 8% of wholesale prices of "purchased" ("redeemed?") e-cards. As I've noted elsewhere, the wholesale cost of such an e-card might very well be ZERO, meaning that there is NO DONATION from Hallmark.
Thanks again for the new information - we ARE getting closer to understanding this joint venture between Gather, Gatherers, Hallmark and Project (RED) to benefit the Global Fund.
Unfortunately, to me, it is looking more and more like Gatherers are being used as advertising icons for Hallmark - when Hallmark is making little or no effort on its part.
If I felt that Gather had negotiated a good deal on behalf of Gatherers - properly leveraging our contributions with real contributions from the corporate sponsor - I would feel a lot better about donating through this program. (I have donated to the Global Fund thru a couple of product purchases, and will likely do so directly.) As I've already noted, the maximum match of Hallmark's to our donations is 5%, and it is likely closer to 0% than the 5%.
I expect that Hallmark and Gather will generate much better participation in this program (and thus, better goodwill bang for the buck for Hallmark, and more such joint ventures and better goodwill from the community for Gather - which results in more members and more advertising) if this program is further tweaked to maximize Global Fund donations from ALL parties!
I look forward to hearing more from the HPRM and/or Gather!
We do appreciate your interest in this program and apologize if some things weren't completely clear. It is the first time we have done a program of this kind and hope you will bear with us - after all we are all supporting a worthy cause.
Hallmark is a proud sponsor of (Product) Red and is participating in this program on Gather to let people know that when you by a Hallmark (Product) Red card or gift, 8% of the proceeds go to support the Global Fund to help fight AIDs in Africa. That is the same as all (Product) Red participating companies. So Hallmark participates every time someone buys one of their Red-branded cards or gifts.
On Gather, with the help of Hallmark, we have arranged for members to be able to donate their points directly to the Global Fund. The monetary value is the same as any redemption - 625 points would equate to a $10 donation.
Rather than using the standard redemption process, we thought we would have some fun and allow the Gather Community to share their support by branding their groups or icons to help spread the word about the program. A lot of Gather members and employees have started to do this.
As a thank you from Hallmark, any member who donates more than 150 points will be able to send new (PRODUCT) RED premium e-cards (normally priced at $1.49 each) once you earn your first 150 points.
Paul, I hope that answers your questions. While there may have been some confusion, we'll all working to promote a worthy cause.
Thanks.
David Woodrow
VP, Partner Integration
Gather
And, we now DO have a better understanding of what it is we (as Gatherers) may be participating in. For the most part, I like it.
The unanswered part remains just how much our (Gatherers') contributions are leveraging from the corporate sponsor that is reaping tons of corporate goodwill points. Typically, in return for the goodwill, the corporation is either the one contributing money or is at least matching to some significant extent.
Here, it appears to be neither. Hallmark is only advertising "to let people know that when you by a Hallmark (Product) Red card or gift, 8% of the proceeds go to support the Global Fund to help fight AIDs in Africa." (We now have a CONTRADICTION between your comment and the previous FAQ: you seem to be saying that Hallmark is giving us an e-card(s) as a thank you but that they are not donating anything to match us, but the previous FAQ seems to indicate 8% of something WILL be given as a match.)
(Also, minor quibbles: 8% of "the proceeds" is not a standard among companies participating in (RED) - they have different amounts. E.g. Gap donates 50% of profits. And, "the proceeds" is probably not the right term.)
Yes, this IS a different situation than buying a Hallmark (RED) card at the grocery store or online. No product is being sold here, and it is really just an advertising campaign with a twist.
But, look at it from our perspective. From our perspective as Gatherers who are considering donating our time/effort/points/money to what we consider to be a good cause, we are turning ourselves into online billboards for HALLMARK (even moreso than for the (RED) campaign) and we would expect that the Global Fund is somehow going to directly benefit by that. Our icons don't say "Support Hallmark (RED)", they say "Empowered by Hallmark". (As if, we couldn't figure out how to support the Global Fund unless we were "empowered" by Hallmark!)
I really like your creativity in coming up with this integration promotion. I'd like to see more corporate-Gather-Gatherer-non-profit integration in the future.
But, for whatever reason(s), I think Hallmark is not holding up its part of the bargain. I hope that Hallmark - through whatever means necessary - reaches the same conclusion and decides that it WILL match the generosity that will be shown by Gatherers. Such an announcement will no doubt increase participation, will no doubt increase the goodwill (and sales) that Hallmark reaps, will no doubt benefit Gather for future advertising programs, and will no doubt set a new standard for corporate giving through our favorite social networking site.
Thanks again for your responsiveness, David! --Paul
P.S. I feel like I should add this disclaimer, although I couldn't figure out where to put it above: Although I am peripherally-aware of individuals or groups that fight these kinds of profit-driven corporation/consumer charity campaigns, I have never been associated in any way with them. I think there is definitely a valid place for them in our marketplace, so long as there is full disclosure (and accountability). (The success or failure, of course, ultimately depends upon consumer acceptance. In this case, Gatherer acceptance. I refer back to Gather acting as Gatherers' negotiating agent.)
1) For participating members, are displayed/available Gather Point earnings: a) 'frozen' at the time of enrollment, or b) rolled back to the earnings accrued through Feb 3?
If neither, then...
1.1) A participating member has earnings totaling $100 Gather Points, and $20 of those earnings were accrued during the promotion period (Feb 4 - Apr 27).
If this member were to redeem their points today, would their ultimate redemption be reduced to $80.00?
...and would this proration be indicated in some way? (on the redemption page, or in the redemption mailing/PayPal verification notice, etc.)
1.2) A participating member has earnings totaling 625 Gather Points, and 100 of those points were accrued during the promotion period.
Would this member be prevented from redeeming their points for a gift card, or would there be some indication during the ordering process that their order cannot be fulfilled?
2) At the end of the enrollment period will we receive a statement, or other notice, from Hallmark or the Global Fund, listing our total individual contribution to this cause? (required if the donation is equal to or exceeds USD$250.00)
3) Have member contributions been established in a manner that allows participants to claim their donation on their U.S. income tax return for 2008?
Thank You!
Points will not be deducted until the end of the campaign on April 27th. Members will be notified about the number of points being deducted.
Each participant will be emailed a thank-you card from Gather at the end of the campaign with the number of points, including dollar amount, that was donated to the Global Fund. This email can be used to claim their donation on their income tax return for 2008.
My first question though centered on members that redeem their points prior to the end of the campaign. As another example, my current earnings are comprised of pre-campaign and post-campaign dollars. If I redeem these earnings today, unless redemption is prorated, I could end up owing money to the campaign on April 27.
The same would be true for members not on the cash option when they redeem points for gift cards during the campaign period.
Does that help? ...and thanks again!
(Now, Kevin, you're just the person for me to ask: Can YOU see my icon? It seems to have PARTLY disappeared since that server glitch a couple of weeks back, but for all I know it is just my computer not picking it up. It DOES show up on my "namespace", which seems weird to me.)
I can see your icon here, as well as on your namespace...and even when I am not signed in.
No, members will not owe to money to the campaign if they cash points early. The program is strictly voluntary. Anyone can deduct their points at any point they choose. However, we hope you all keep the campaign in mind before doing so.
I think that this is an important point to communicate to members as they enroll. Should participants wish to redeem their earnings (or a portion thereof) during the campaign period, they would need to estimate earnings accrued prior to their enrollment in the program...otherwise they may end up redeeming points they have 'earmarked' for the Global Fund, thereby reducing their potential donation.