the subscription card is very common in the foreign credit card market, and it is a very vital product. It has a large market share in public welfare organizations, charities, religious temples, professional associations, educational institutions and so on. Identity cards first appeared in the market in 1978, allowing the names or logos of non-members to be printed on the front of the cards. Around 1985, Visa and MasterCard vigorously developed the membership card project, and hundreds of clubs, charitable organizations, professional associations and other non-financial organizations cooperated with card issuers to issue membership cards.

in 1998, MBNA in the United States had 4,5 accreditation card projects, ranging from the Sierra Club, an environmental organization, to the National Hockey League. The recognition cards issued by MBNA in cooperation with some universities, some of which are used for the construction of cooperative universities, attract a large number of graduates who are willing to contribute to their alma mater to become cardholders; Part of the proceeds from MBNA's identification card with wildlife protection organizations are used for wildlife protection, attracting many wildlife protectors. MBNA developed into one of the largest card issuers with its expertise in the field of identity cards, and sold it to Bank of America for more than 34 billion yuan in 25.

after the tracking statistics of card issuers, it is considered that customers who use identity cards have a better credit record because their main consideration is to "donate" to the partners of card issuers, and usually have a healthier mentality of using cards. Identity card users use the card frequently, spend a lot of money, and easily become potential customers of other financial products. Take the accreditation card of American Education Association as an example. Nearly one third of the teachers in China hold MBNA cards, with credit card loans of 2.6 billion US dollars, other consumer loans of 775 million US dollars and deposit balance of 4.2 billion US dollars.

Up to now, a large number of credit card products are circulating in the credit card markets of the United States, Taiwan Province and Hong Kong. In the credit card markets of Taiwan Province and Hong Kong, dozens of credit cards for temple donations, charity relief, professional associations and well-known universities, such as Taiwan Province Mazu Ping An Credit Card and Hong Kong International Accountants Union Credit Card, have been issued. Through the introduction of these products, the credit card population has been subdivided and the users' stickiness to products and banks has been improved.

compared with the development of foreign recognition cards, the research on recognition card products in China is still relatively weak. The first recognition card was the "Charity Jinsui Credit Card" jointly issued by China Agricultural Bank and Shanghai Charity Foundation in December 1995, and this card was also a "quasi-credit card". In the following twenty years, banks issued a large number of recognition card products, mainly involving charitable fund-raising and educational institutions.

however, judging from the author's years of tracking the products of the identity card, these products are not divorced from the fate of "lively release to no end", and few products can be released successfully. Some banks issue a large number of university accreditation cards. Although issuing accreditation cards with universities is a very common form abroad, most foreign universities are managed by the board of directors and funds are managed by foundations. It is very common for alumni to donate funds to their alma mater, and schools have a complete and strict process for fund management. However, domestic universities mainly belong to investment, and there is no independent foundation management mode, and the way of alumni donating funds is not common. It is precisely because of the differences in the system that although this kind of credit cards are nominally named as "recognition cards", they are actually reduced to a means for banks to increase the number of cards, which completely fails to achieve the actual value that recognition cards should play.

another important card product, the charity card, faces the same problem, which is intended to bring a wide source of donation funds to charities. However, except for a few varieties, most of these co-branded cards are hidden in the boudoir and little known. In addition to the publicity has not formed market influence, there is little knowledge and understanding of the function of charity card in the market, and the opportunities of charity card issued by some banks are not known by the market.

In addition, there are many problems in the rights and interests design of charitable recognition cards. Since they are "recognition cards", it is necessary to focus on the donation through credit cards, and the theme of "donation" should be highlighted whether it is point donation or active donation. Some recognition cards also provide points redemption services for cardholders, which is inconsistent with the characteristics of recognition cards and increases the cost of rights and interests. Secondly, the user's sense of participation in the accreditation card is very weak, which does not give the participants a sense of honor to participate in charity, which reduces the enthusiasm of the participants. At the same time, due to the defects in product design, there are some problems in the charity accreditation card, such as the unknown donor and the unclear whereabouts of the funds.

China's modern philanthropy has developed by leaps and bounds, and a large number of well-known charities have emerged. In addition to the first-class Red Cross and local charitable foundations, there are also private voluntary charitable organizations such as Aiyou Fund and One Foundation. Their behavior fully shows that China's private charitable donations have a deep mass base. Not long ago, the father of a sick child in Shenzhen used a social platform to get a lot of donations. Although there were some discordant voices in this incident, it is undeniable that the influence brought by the current charitable donation through social platforms is enormous.

from this case, we also reflect the support attitude of the society to charitable donations from a positive perspective, but how to obtain a charitable donation platform with strong credibility, so that donors can transparently understand the role and value of their donations and maximize their sense of participation and honor. This requires the issuing bank not only to re-understand the function of the charitable identification card products, but also to let the product personnel deeply understand the workflow of charitable donation, and at the same time, to combine the characteristics of the scene era, so that the forms of charitable donation can keep pace with the times and make the identification card glow with the glory of the new era! Disclaimer: The article comes from the Internet, and is only for users to learn and communicate. If there is any infringement, please contact to delete it.