MasterCard Promotes School Donations

MasterCard International has launched an affinity marketing program that lets cardholders make automatic donations to schools.

The Communitycash program lets cardholders convert their accumulated rewards points into cash donations for the school or non-profit of their choice.

"Communitycash turns reward points into charitable dollars," said Bill Mathis, senior VP-member relations, in a statement. "Unlike any other card-loyalty program, Communitycash weds MasterCard card issuers with the social and community interests that matter most to their customers."

Cardholders (of both credit and debit cards) can designate up to three schools and/or non-profits to receive donations. Cardholders earn points for each purchase with their cards and member banks determine point values for donations. The new program overlays existing loyalty-marketing programs from Purchase, NY-based MasterCard.

Payment processor Nietech Corp. will handle donations via its Nietech Administrative System process, electronically disbursing payments to qualified schools and non-profits.