Giving by Proxy. Simple. Powerful.
The Altruistic Referral Program - T.A.R.P.
Everyday choices can create extraordinary change. Whether you’ve been touched by a charitable organization, believe in the power of generosity, or miss the ease of Amazon Smile—T.A.R.P. makes giving by proxy effortless again
The Amazon Smile Story
For ten years, AmazonSmile allowed shoppers to support their favorite nonprofits effortlessly. Each purchase generated a donation of 0.5% — that’s just five cents for every $10 spent — directed to the charitable organization of the shopper’s choice.
Over the course of the program, (ten years) more than $446 million was distributed to nonprofits across the United States. This steady stream of support became a valuable resource for thousands of organizations.
In 2023, however, AmazonSmile was discontinued. Amazon explained that donations were being “spread too thin,” as over one million nonprofits were selected by consumers. While that meant broad participation, it also resulted in a vast number of very small donations — and ultimately, the program came to an end.
Our Story
Like millions of others, my wife Barbara and I were proud users of AmazonSmile. In 2022, our purchases generated just a $10 donation to the nonprofit we had chosen. Since we were the only supporters of that organization that small amount — in some ways, seemed to confirm Amazon’s reasoning for ending the program.
But as the late Paul Harvey would say, we soon learned “the rest of the story.”
The Rest of the Story
This was never just about the small donations our purchases produced. It’s about the much bigger picture.
Not all donations were small. In fact, St. Jude Children’s Research Hospital and the ASPCA each received an average of $1.5 million every year for ten years through AmazonSmile. St. Jude and the ASPCA were not the only ones — many other nonprofits lost significant, reliable funding when the program ended.
That loss left a hole in the charitable economy that needs to be filled. This initiative is about righting that ship — restoring the support nonprofits counted on, and building a program that can do even more.
Can every purchase you make help support the charitable economy?
Yes - through a Grant Credits / Reward Points program with real, sustainable, recurring value.
T.A.R.P. provides the mechanism - nonprofits mobilize the consumer - consumer demand attracts merchants - the results: impact commerce on a whole new level.
The Plan
The Altruistic Referral Program (T.A.R.P.) is a new marketing platform being developed that is inspired by the proven success of AmazonSmile and designed to extend its core insight into everyday commerce.
AmazonSmile proved people want their everyday purchases to do good, but its impact was limited by a single platform.
T.A.R.P. expands that idea into the everyday world — across thousands of merchants, millions of transactions, and multiple ways communities can support their favorite nonprofits.
Because T.A.R.P. draws from a broader ecosystem, the potential impact for each nonprofit is dramatically higher than what AmazonSmile was able to offer.
Early models show T.A.R.P. generating several times the annual benefit AmazonSmile produced for the average participating nonprofit.
How T.A.R.P. Differs from AmazonSmile
AmazonSmile | T.A.R.P. |
Consumers selected a charity to receive 0.5% of their eligible purchases as a donation. | Consumers select a nonprofit to earn a 0.4% Grant Credit plus a T.A.R.P. Reward Point for each transaction. |
Donations were tied to the dollar amount of each individual purchase. | Grant Credits are tied to the dollar amount of each individual purchase. In addition a Reward Point is awarded for each transaction. |
Donations tied to small, per-purchase allocations were diluted, resulting in many nonprofits receiving token amounts. | T.A.R.P. increases total grant amounts by elevating the value of Reward Points through community-wide participation and year-round funding activities. |
Amazon distributed donations annually. | Nonprofits redeem all accumulated Grant Credits and Reward Points once a year for their annual T.A.R.P. grant. |
AmazonSmile existed to sell products.
T.A.R.P. exists to enable consumers to earn Grant Credits and Reward Points for chosen nonprofits AND to elevate the value of both – strengthening the charitable economy in ways AmazonSmile was not created to do. |
A Call to Action...
“Giving is A Matter of
Principle”
/Principle/-a kind of rule, belief, or idea that guides us
These statistics make one thing clear: to stay relevant, merchants must direct a portion of their marketing budgets toward programs that matter to impact-driven consumers. The purpose of this initiative is to give those consumers a simple, everyday platform - and meaningful voice - in how merchants allocate their marketing spend going forward.
The Money Flow
The initiative is designed to welcome support from many directions — people, businesses, and organizations who want to strengthen the impact nonprofits receive through the T.A.R.P. system.
All participation falls into two distinct money-flow pathways:
1. Earned Marketing Allocations
These funds are generated through everyday economic activity and are treated as marketing investments, not charitable donations.
Card Issuer Allocations
Financial institutions participating in T.A.R.P. allocate a defined percentage of eligible cardholder transaction volume (e.g., 0.5%) as a marketing expense supporting the T.A.R.P. ecosystem. These funds are remitted in aggregate to T.A.R.P. and are applied in two ways:
- Reward Point Funding:
The majority of issuer allocations are used to capitalize the reward point redemption pool, which determines the cash-in value of reward points earned through verified participation. - Platform Operations:
A limited portion supports T.A.R.P. platform operations, including system administration, compliance, reporting, and annual grant distribution.
Issuer allocations do not generate nonprofit grant credits. Instead, they strengthen the reward layer of the system, increasing the effective value delivered to nonprofits through reward point redemption.
Merchant Marketing Programs
Merchant marketing commissions fund the earned-income core of the T.A.R.P. system. These commissions are applied in three ways:
- Nonprofit Grant Credits:
The primary source of direct grant funding earned through verified consumer participation. - Platform Operations:
A portion supports T.A.R.P. infrastructure and administration. - Reward Point Surplus:
Any remaining surplus flows into the reward point redemption pool, enhancing point value across the ecosystem.
Reward Points
Reward points are issued only in connection with eligible, commission-supported transactions. Points do not represent cash themselves; their value is determined by the funds available in the reward point redemption pool, which is capitalized through issuer participation, recycled commission surplus, and other program inflows.
T.A.R.P. retains only a limited portion of earned marketing allocations to operate the system. All remaining economic value is directed toward nonprofit grant funding, either directly through grant credits or indirectly through reward point redemption.
2. Direct Contributions
T.A.R.P. also supports voluntary, contribution-based inflows that are explicitly charitable in nature and are used to enhance — not replace — earned nonprofit funding.
These contributions may include:
- Consumer-funded checkout round-up campaigns
- Retailer or brand-led cause-marketing initiatives
- Individual, corporate, or institutional donor contributions
- Donor-advised fund (DAF) pathways, where applicable
100% of direct contributions flow into the charitable ecosystem and are used to elevate the value of reward points or support designated nonprofit categories, in accordance with donor intent.
A System Built for Scaled Impact
By separating earned marketing allocations from voluntary charitable contributions, T.A.R.P. ensures clarity, compliance, and sustainability.
- Everyday spending generates predictable, earned nonprofit funding.
- Additional contributions amplify impact without distorting incentives.
- All funds are administered and distributed through a single accountable entity.
This structure allows generosity to scale from behavior, not sacrifice — and ensures that nonprofit impact grows as participation grows.
The Principle Behind It All
Whether funds flow to the charitable economy through out-of-pocket generosity or through commissions generated by everyday shopping, the purpose is the same: supporting the causes that make a difference is a matter of principle.
A Personal Message...
I’ve spent nearly 40 years as a PGA Golf Professional — not in tech or finance, but in the company of people. During that time, I’ve helped run countless charitable golf events. What has always struck me is the extraordinary devotion to doing good shown by everyone involved — players, organizers, volunteers, and supporters.
And this isn’t unique to my experience.
Across the country, PGA Professional–managed facilities host tens of thousands of charitable events each year, supported by millions of generous people. Day after day, year after year, we witness how willingly communities rally around the causes they care about most.
That gives me tremendous confidence in what we’re building.
There are millions of people ready to embrace an initiative that allows them to support nonprofits in a simple, everyday way.
The goal is simple:
to help caring, compassionate people do even more caring, compassionate things.
I invite you to explore our site and learn more:
- Program Logistics — more details of the plan and program.
- AI Analysis — view an independent, third-party overview of the model. For many, this page becomes an “Ah-ha” moment.
I understand — building an alliance of millions of impact-driven supporters may seem like a monumental task. But as the saying goes, “the journey of a thousand miles begins with a single step.”
For us, that first step begins right here, in our home community of Saratoga County, NY.
From there, we expect momentum to grow quickly.
Good ideas — especially good ideas that do good — have a way of traveling fast.
This is a stand for possibility.
A commitment to principle.
And the start of something we believe can change the charitable landscape in a meaningful way.
Optimistically,
Bob Flynt
PGA Life Member
Contact T.A.R.P.
Have questions? Want to get involved?
We’d love to hear from you!!
Want to do more to help T.A.R.P. grow? Reach out to your favorite retailers.
Let them know you’d love the chance to support the T.A.R.P. initiative every time you shop with them.
You Should Also - Advise Your Local Businesses!
A statistical fact – businesses that support charitable initiatives do better than those that don’t.