Leveraged buying for social awareness

Recently met with Heiko Amos of Charity Tango.

Vancouver based Charity Tango partners with retailers to give back to the community via charitable gift card programmes. Gift card programmes aren't new, what is interesting is the attempt to align consumer behaviour with social awareness. Can you imagine buying a gift card at The Gap and adding the opportunity for the recipient to make a pre-set donation to a cause of their choice? Is this a chance to teach civics to young people?

Heiko views Charity Tango as a corporate partner for socially progressive merchants. How would you use a gift card programme?