Overview

American Express, in partnership with Share Our Strength, created the “Charge Against Hunger” program to help fight hunger. During November and December of each year from 1993-1996, American Express donated three cents from every card member transaction to Share Our Strength's anti-hunger, anti-poverty efforts, up to $5 million each year.

Results

Amex recognized a substantial increase in card usage as individual card members identified charging with their card as a way to fight hunger and poverty in their communities. Amex also gained increased acceptance among merchants at a time when many retail representatives were going to the national media to challenge American Express' high fees and commitment to merchants and local communities. From 1993 to 1996, the campaign raised $21 million benefiting more than 600 anti-hunger, anti-poverty groups nationwide.