To mark the launch of this new donation platform MasterCard and GFK unveil research into the donation habits of Italian consumers

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Rome, November 6th, 2014MasterCard, World Food Programme and Poste Italiane have today announced the launch of the world’s first integrated online donation platform helping Italians do good every day.   The new platform will allow all Poste Italiane MasterCard cardholders to automatically fund micro-donations in aid of World Food Programme every time they use their card.

Poste WFPThe project presented in preview today combines the World Food Programme’s experience in supporting humanitarian emergencies, MasterCard’s global technological leadership and know-how and the traditional social role of Poste Italiane in the country.   This exciting collaboration allows Poste Italiane MasterCard cardholders to contribute to micro-donations every time they use their card to buy something – for the first time in Italy – and from launch will immediate help raise important funding to support school meal projects in developing countries.

The GFK Research: “The right moment to donate is…every day”

To support the launch new research/ conducted by GfK Eurisko was commissioned by MasterCard to provide insights into the donation habits of Italians. The research confirms that Italians, despite the crisis, are strong supporters of charitable contributions. The research highlights 4 main causes Italians donate are scientific and medical research (32%), hunger in developing countries (17%) and humanitarian emergencies (17%) followed by the support to the poor in Italy, medical care and animal protection. Trust in donations grows with the possibility to receive updates on the use of funds (39%) and the awareness that each contribution can make the difference (38%). The research investigates the relationship between technology and donations, shows how smartphones and tablets are the preferred tools, with 28% of Italians using their smartphones to donate. The Internet is considered a vital tool with (40%) of Italians considering it useful and 57% a simple channel.  Digital channels also bring concrete benefits to donations in terms of traceability (74%), flexibility (73%) and security (64%). Access to a technological platform, as  the one presented today, has been considered particularly interesting in order to verify at every moment the donation details (64%) and to manage the donation amount according to the available budget (55%). To conclude, the research showed that solidarity is perceived by consumers as a daily habit (54%), where a small single contribution by many actors can bring important benefits to support those in need.

MasterCard Priceless Causes Platform

Today’s launch with MasterCard and Poste Italiane is another step in MasterCard’s vision of creating a globally interoperable eco-system for issuers, good causes and retailers which can integrate charitable behaviours to every day spending.  From today the new platform will raise funds for WFP school feeding projects and will enable donations via PostePay Evolution, the new card by Poste Italiane. Activation is simple; by registering on the platform, cardholders will be able to activate micro-donations, deciding the amount of each donation – starting from a minimum of 10 euro cents for every purchase offline and online. After the registration and the configuration of the account, the automatic donation system will be activated for every transaction made with the card. Cardholders will be entitled to simply and safely activate and suspend donation at their will. The Priceless Causes platform is available online, from PCs, smartphones, and tablets and offers high levels of traceability, control and reliability.

Supporting quotes

“Technology is a real opportunity for the non-profit organizations and a bet to be seized, but it is also an important connection point for organizations, financial institutions and consumers. Italians confirmed that technology simplifies the donation and provides the visibility and the security they needsaid Paolo Anselmi, Vice President of GFK Eurisko. “Important projects, like this partnership among MasterCard, World Food Programme and Poste Italiane, can transform the attitude of Italians from occasional solidarity signs to daily acts”.

Italians now have a simple way to join the United Nations World Food Programme to provide a nutritious meal to the 20 million school children we feed every day”, said Elisabeth Rasmusson, Assistant Executive Director World Food Programme.We are honoured that Poste Italiane and MasterCard have chosen WFP for this initiative, and I want to encourage everyone to do their part in building a world with zero hunger.

“MasterCard has been a key partner to World Food Programme since 2012, to support important humanitarian causes all over the world. Leveraging on our “shared values” vision, we have invested in the development of this new integrated giving technology in order to connect financial institutions and consumers, offering them a simple, transparent and traceable tool to support humanitarian causes like hunger.  Today is just the start of this important integrated giving journey and it underlines MasterCard’s commitment to continue to look at how technology can be used as a force for good around the world.” said Walt Macnee, Vice Chairman MasterCard.

Marco Siracusano, Responsible BancoPosta concluded, stating that: Poste Italiane has been always very committed and keen to solidarity initiatives and for this reason we are pleased to contribute to the Word Food Programme project with our payment tools. This partnership confirms also the vocation of Poste Italiane towards innovation. Thanks to this donation platform we are able to offer to our clients the opportunity to contribute with micro-donations to an important cause as the school feeding project of the World Food Programme.

About MasterCard

MasterCard (NYSE: MA),, is a technology company in the global payments industry. We operate the world’s fastest payments processing network, connecting consumers, financial institutions, merchants, governments and businesses in more than 210 countries and territories. MasterCard’s products and solutions make everyday commerce activities – such as shopping, traveling, running a business and managing finances – easier, more secure and more efficient for everyone. Follow us on Twitter @MasterCardNews, join the discussion on the Cashless Pioneers Blog and subscribe for the latest news on the Engagement Bureau.



Giuliana Abbate, Tel. +39 6 49259223,