American Express is diving into the Web 2.0 environment by building on The Members Project where you the card holder (Yes, you have to be a member) can select which goodwill projects they will invest in.

Cardmembers are coming together to dream up, and ultimately unite behind, one incredible idea that will do some good for our world. And American Express will provide the funding to bring it to life.

Explore: Read, rate, and discuss the projects submitted by fellow Card Members. To create a project, you must log in. Create: If you're feeling inspired, share a project idea of your own. Card Member voting begins July 3 Vote: Starting July 3, help narrow it down to one winning idea. This effort will be interesting to watch to see the kind of response they get and coverage.  Either way, sounds like another great way to utilize the Web 2.0 environment.