The No. 1 Holiday Gift This Year? Charity and Choice.

NASHVILLE, Tenn., Nov. 11 /PRNewswire/ -- Each year, 70 percent of consumers purchase a gift card as a holiday gift. If just one percent of those people purchased a GiveCard instead of a traditional gift card, an additional $100 million(1) would be donated to charity.

Unlike other gift cards, the GiveCard is not a full charity gift card and it is not a donation made by a company in your name. It is the only card that puts the power of choice in the hands of the consumer.

Why GiveCard is Unique

-- The GiveCard has the convenience of a gift card but with a more personal touch. The giver selects the donation amount starting at $5. The recipient activates the card and donates the pre-selected amount to a charity of their choosing, and spends the rest of the card amount anywhere Visa® debit cards are accepted. -- GiveCard.com provides tools to customize the cards and enhance the giving experience. New proprietary video technology helps people create a personal connection with their friends and family. -- This product can have a huge impact on social giving. In 2008, charitable giving decreased by two percent. The GiveCard can help charities during this tough economic time--every $5 donation makes a difference. -- A partnership with Charity Navigator ensures the recipient can choose from thousands of their favorite charities.

-- Additionally, GiveCard donates ten percent of the company's profits back to charity.

The Business of Doing Good

Creator Clayton 'Nick' Nicholas was among the millions of consumers buying gift cards--while stationed overseas in the military, the West Point graduate didn't have the resources to purchase personal holiday gifts for his family. He wanted to give his mother a gift card so she could buy something she loved, but also wanted his gift to feel more personal. After departing the military Nicholas joined up with business partner Jeff Jacobs and they launched GiveCard. GiveCard not only provides a unique solution for the thousands of gift card givers, the company also is based on the philosophy of microgiving--many small donations can add up to a big impact.

GiveCards in denominations of $25 to $250 and video e-cards are available exclusively on GiveCard.com. Donations also can be made directly to charity through the Web site.

About GiveCard

Founded in July 2007 in Nashville, TN, Giving Tree® LLC, DBA GiveCard, is a privately held for-profit social enterprise in the prepaid card market with a mission to bring philanthropy to the masses. Learn more at GiveCard.com .

(1) Based on average yearly gift card sales reported by the National Retail Federation multiplied by a $5 charity donation

Media contacts: Megan Hutchison, 816.423.6019, mhutchison@barkleyus.com Kevin Gabriel, 816.423.6103, kgabriel@barkleyus.com

SOURCE Giving Tree