Objective: To raise funds for conservation efforts.
The Nature Conservancy, an environmental/conservation nonprofit and MBNA, a financial services/credit card company, developed a cause-related marketing partnership. MBNA created customized Nature Conservancy cards that featured the red-eyed tree frog, great blue heron, and sea otter. People select these cards and MBNA generates a royalty payment for the Conservancy for each new account, renewed accounts, cash advances and purchases. Since 1995, MBNA has contributed more than $5 million to the Nature Conservancy through this partnership.