You've probably seen the ads on TV for the Members Project. Iconic celebrities like Robert DeNiro, Jerry Seinfeld, and Ellen DeGeneres held up as individuals who have transformed powerful ideas into something extraordinary. It's all part of an online initiative that has invited American Express cardmembers to submit their own ideas for projects that can make a positive impact on the world. And now the public has the chance to help determine which 25 Members Project semifinalists advance to the Top Five, with a combined $2.5 million in funding for the taking.

The projects currently up for consideration run the gamut. One semifinalist -- "Project Brain Child" -- is quite similar to the work of Case Foundation grantee Accelerate Brain Cancer Cure (ABC2). It seeks to create a National Pediatric Genomic Brain Tumor Registry to help advance scientific research into the more than 120 different types of pediatric brain tumors that currently make effective treatment virtually impossible.

Other projects range from a marine conservation and awareness initiative with National Geographic to "The 3G Project," a United Way-backed effort to teach health education to disadvantaged preschoolers; from the Alzheimer's Association's work on a project focused on early detection of the disease to "Help 100,000 Children Thrive in the Classroom," an effort supported by DonorsChoose.org.

Five additional semifinalists are working with nonprofits that participated in our very own Giving Challenge. Micro-lending organization Kiva is collaborating with "Loans that Change Lives," a Web-based platform that allows everyday people to become social investors; the International Medical Corps is the fulfilling organization for "Saving the Lives of Malnourished Children;" Women for Women International is backing a project to "Help Women and Children Survivors of War Rebuild;" Architecture for Humanity wants to help "End Human Trafficking;" and Aid to Artisans is supporting "ASHA," a project focused on helping creating sustainable livelihoods for underprivileged artisans around the world.

The participation of these nonprofits in multiple programs informed by the concept of what we call "citizen-centered philanthropy" not only proves that they are passionate about building grassroots support for their missions, but that they are willing to open the door to the community at large -- to let the public suggest solutions and determine where dollars should be directed for social good.

And the Case Foundation couldn't be happier. It was a little over a year ago, around the same time as the launch of the very first Members Project campaign, that we debuted the Make It Your Own Awards^TM, a similarly designed online grants program that involved the public in nearly every aspect of decision making and design, including voting for the Final Four grantees, and used Web 2.0 tools to empower applicants to raise funds and connect with supporters. And during the 2007 holiday season, we launched the America's Giving Challenge and the Causes Giving Challenge -- two more programs designed to encourage online giving and involvement.

It's in this spirit that we encourage you to visit the Members Project website and show support for your favorite project. American Express cardmembers can vote for their favorite project by clicking on the star next to the project of their choice. And non-members can use the website's many social networking tools and online discussion boards to raise awareness and spur dialogue about their favorite project.

Ultimately, the organization associated with the project with the most votes will receive $1.5 million in funding, and the organizations associated with the remaining four projects will receive $500,000, $300,000, or $100,000 in funding. American Express has connected each project to a nonprofit organization that has the scale and demonstrated track record to implement the requirements of the winning ideas.

So get to it. The future of philanthropy is now, and we encourage everyone to not only advance their favorite cause, but advance the role of everyday citizens in determining who gets the support to turn their ideas into action.