That was the response that a social networking guru friend of mine at Yahoo! wrote in response to my inviting him to join the group “i'm making a difference”.

On Friday, I received an email from the Sierra Club which said,

I'm writing because, with your help, we can get Microsoft to donate an additional $50,000 to the Sierra Club. Here's the challenge: If more than 50,000 people join their "i'm Making a Difference" Facebook group *through* today, Nov. 9 (until midnight EST), they'll give $50,000 to whichever organization gets the most votes.

This sounds an awful lot like the urban legend kicking around the Internet for ages that Internet users can receive a cash reward for forwarding messages to test a Microsoft/AOL e-mail tracking system.

If it hadn’t of come from the Sierra Club, pointed to a Facebook page, and been something I heard folks from Microsoft talking about as a successful marketing strategy at ad:tech, I probably wouldn’t have believed it.

However, this one isn’t a hoax. The Instant Messaging space is pretty calcified. Everyone has their favorite IM client by now and people aren’t changing clients much. There just isn’t that much difference. It is sort of like Coke and Pepsi.

Recognizing this, folks involved with marketing for Microsoft decided to try and use social media and people’s philanthropic interests to get people to pay attention to the latest release of their Instant Messaging program. I haven’t seen any studies on changes in market share of instant messaging programs recently, but folks involved with the effort are touting this as a great success.

The ‘i'm making a difference’ group now has over 50,000 people in it. I suspect that $50,000 is a pretty small price for a marketing campaign like this, but can be a significant help to various non-profits.

So, yes, I believe that my joining the Facebook group, ‘i’m making a difference.’ A chunk of money will go to non-profits as a result. Marketing people will see that using social media and appealing to people’s philanthropic interests can be an effective marketing strategy. Both of these are ways that I hope my social networking guru at Yahoo! is also hoping to make a difference. The third difference may be an increase in people using Microsoft Live Messenger instead of Yahoo! Messenger, which might be a difference that my friend doesn’t want to make.

Now that the 50,000 people have joined the Facebook group, Microsoft is keeping things alive with this:

The i’m™ Initiative from Windows Live Messenger™ makes helping your favorite cause as easy as sending an instant message. Every time you start a conversation using i’m, we share a portion of our advertising revenue with some of the world's most effective social cause organizations. Each of our partners will get a minimum of $100,000. As for the maximum? There is none. The sky's the limit.

Let’s hope this puts pressure on more organizations to share a portion of their revenue with effective social cause organizations.