Red Cross Miles: Social Donation Concept

This is an initiative run by the Red Cross in the US with a number of high profile airlines participating in the campaign.

It's a really innovative idea and a new slant on charity donations, particularly in harder times. It provides consumers with a way of contributing to a good cause without a monetary output.

The donator would follow a very simple, socially focused journey;

They click the "Donate your miles" button on the flight booking page. This takes them to the Red Cross microsite where the miles are donated and users can link up with their Facebook and Twitter accounts. The idea here is that they can share their donation with their friends and hopefully encourage them to do the same.

A simple concept and an interesting spin on encouraging donations.