MICROSOFT

Microsoft Online Services Customer Story: i’m™ Campaign

“I’m not just an instant message.”
I’m making a difference.

Every day individuals around the world struggle with the same question: With my schedule, commitments, and responsibilities, how can I make a difference? How can I help address some of the world’s most pressing problems? How can I do my part toward finding a cure for breast cancer, decreasing climate degradation, or paving the way for a brighter future for disadvantaged children?

The term “online community” is almost a cliché. People around the world sit in isolation and communicate with one another using technologies such as e-mail and instant messaging. They shop on the Internet. They date on the Internet. They communicate with their doctors and lawyers on the Internet.

With schedules more chaotic than ever, it’s not hard to understand why people often lose sight of the community component of “online community.” With people juggling increasing work-related responsibilities and family obligations, a sense of isolation from what’s really important often ensues. That’s why Microsoft teamed up with several of the world’s leading cause organizations to use technology that people interact with every day, to make a real difference in the process.

What often gets lost in the shuffle are the social issues that are most important to many people. Of the world’s 20.8 million refugees, more than nine million are children who have lost their homes—and their childhoods—by fleeing violence and civil unrest far beyond their control. And, based on current rates, more than 12.7 percent of women will be diagnosed with breast cancer at some point in their lives.

These issues—and many more—transcend demographics and focus groups. These issues don’t care about salary ranges, job titles, stock portfolios, or rush hour traffic. Sooner or later, they affect us all.

“By just sending an instant message, this campaign gives everyone a simple way to say i’m™ making a difference.” — Kandy Ferree President and CEO National AIDS Fund

At the same time, the charitable organizations that work to address these issues often lack the human and financial backing they need to be effective. To help bridge that gap, Microsoft introduced the i’m™ Initiative, a program from Windows Live™ Messenger. Every time a user registered with the i’m™ campaign has conversations using Windows Live Messenger, Microsoft shares a portion of the program’s advertising revenue with some of the world’s most effective organizations dedicated to social causes. These include Susan G. Komen for the Cure, the American Red Cross, the National AIDS Fund, and StopGlobalWarming.org, to name a few. There is no cap set on the amount that’s donated to each organization—the sky’s truly the only limit. And it’s free for users to sign up.

One organization that’s benefited from the initiative is the American Red Cross, which has been responding to disasters across the U.S. for 25 years. “Today, technology provides us with more immediate and convenient ways for our supporters and volunteers to take action,” said Jack McGuire, President and CEO of the American Red Cross. “Microsoft’s i’m™ Initiative is the latest in our efforts to embrace these new interactive tools…and has provided users of instant messaging technology with an important opportunity to help millions of Americans who rely on the American Red Cross each year. This endeavor is even more exciting because people can help those in need by simply living their normal lives, chatting with their friends or families.”

Another is the National AIDS Fund, a unique network of 29 community partnerships that support more than 400 grassroots organizations with more than $8 million annually. Those groups in turn provide HIV/AIDS prevention, care, and support services to underserved individuals and populations most impacted by the disease, including communities of color, youth, and women. “We’re proud to partner with Microsoft on this innovative campaign,” said Kandy Ferree, President and CEO of the National AIDS Fund. “It creates an online movement to raise awareness and resources to stop the growing HIV/AIDS epidemic in the United States. By just sending an instant message, this campaign gives everyone a simple way to say i’m™ making a difference.” 
 
At its core, the i’m™ Initiative is about empowering real people to make a real difference. Not in a huge and expensive way, and not in a time-consuming way, but in a simple, effective way. Windows Live Messenger users don’t have to change their conversation to change the conversation. That’s because with every instant message they send, they’re helping address the issue which they’re the most passionate about. All that people do to participate is simply join (http://im.live.com/Messenger/IM/Join/) and start sending and receiving instant messaging conversations. Once a user joins, every advertisement in Windows Live Messenger adds to the grand total contributed to the cause of choice. And Microsoft handles the donation.