The 3/50 Project signs American Express OPEN as Premiere Sponsor

On March 11, 2009, I wrote a blog post asking consumers to return to the locally owned, independent brick and mortar merchants they loved, then commit $50 of their monthly budgets to businesses just like them. I called this crazy little idea The 3/50 Project.

A few days later, I put that message on a flyer, then stuck it on the blog.

The post (and flyer) went viral…then international…then became a website...then a Facebook page…then the rallying cry for thousands of small business owners who wanted more. 

SWF looking for mate
It took two months to wrap my head around what “viral” meant (trust me—until you’ve lived in the eye of the tornado, you really don’t know).

It took two and a half months to admit I had to stop accepting new consulting clients or let The 3/50 Project go. There were only just so many hours in a day.

It took nine months to realize The 3/50 Project had become a start-up company—one that needed proper funding (as opposed to relying on my savings account, which was groaning under the weight of operating expenses).

But it only took ten minutes to find myself hip deep in “partnership offers,” the majority of which came from folks who had little or no funding, little or no audience, and little or no significant benefit to offer the Project (albeit loads of new audience members and Google hits to inherit from us).

Then it struck me: “Partner” is kind of like “friends with benefits.” You hook up, but no one makes a substantial commitment.

We needed a Sponsor. Someone ready, willing, and prepared to commit.

Which is why a June email from a New York public relations firm didn’t get my immediate attention, in spite of the sender’s persistence. Once he finally got me on the phone, well…. New mindset. This one was different. This one was real. This one might be worthy of a first date.

After a very thorough phone interview, four months of conference calls, some under-the-radar meetings New York, and a boatload of emails, the relationship took shape.

And today, it walked down the aisle.

I’m proud to introduce you to the happy couple:
The 3/50 Project and its Premiere Sponsor, American Express OPEN.

Cool, huh? Yeah. Big cool.

Shock and awe at the wedding reception
Now, I realize that among the cheers and confetti there will be a couple of naysayers, and more than a few puzzled looks, given issues surrounding credit card companies and retailers the past two years. When the PR agent first told me who his client was, he undoubtedly expected to hear a happy “Woo hoo!” instead of a pregnant pause on the other end.

“I”m flattered, Sam,* but…not entirely comfortable. There’s some rough water between AmEx and independent retailers. I’ll need to think this thing through.”

“Cinda, I hear what you’re saying, but I want you to meet the people from American Express. They aren’t just doing this to get their name on something; they want to move the needle in a way that makes a significant difference. They want to do something big to help small business owners.”

Still, I wasn’t convinced—at least not until sitting down with key decision makers from American Express OPEN on a sunny morning in August. During that two hour meeting, and in every conversation since then, they’ve proven time and time again that they “get it.” They want—they need—independent brick and mortars to survive. And they’re willing to throw some serious weight behind the local, independent message in a way that reaches beyond what we can do alone.

I’m not an easy date when it comes to The 3/50 Project. In fact, I’m pretty hard core about protecting us, our brand, our message, and our mission. American Express didn’t sweep me off my feet; they proved loyalty, commitment, and that they love us for who we are. Pretty important stuff.

I know there are questions, here are the answers:
1. Ownership of The 3/50 Project is still 100% in my hands. American Express OPEN is a sponsor—not a shareholder.

2. There are no strings attached. I remain 100% in the decision making role for The 3/50 Project. They like our “vibe” and don’t want to change it.

3. In keeping with our privacy policy, this does not give American Express—any division of the company—access to our database, Supporters list, or anything else in the back office. What was private before remains private today.

4. Same for control over the website, Facebook page, messaging, my speaking content, the blog, etc. It’s still me and my off-the-cuff musings.

5. This is not an experiment for American Express—they’ve sponsored other organizations with enormous success, helping them grow and thrive…which by extension, helps their participants grow and thrive. Win/win.

Let’s start the honeymoon
A little later today, you’re going to see a blog post that proves they’re serious about reuniting consumers with local, independent brick and mortars (I’d show you right now, but c’mon…this sponsorship thing is a big honkin’ deal, so I wanted a little spotlight time for just us). Yours Truly is the national spokesperson for this little surprise, so if there’s any doubt American Express OPEN isn’t good for the Project, well…fuhgetaboutit. We’re talking Big Things here, folks. Really big.

How’s that for a teaser?

*The name of the PR representative has been changed to avoid him being inundated with “Me too!” phone calls.