Donor Card (case study)

In October 2024, Mastercard Germany launched the Life Donor™ feature: a groundbreaking initiative that allows individuals to document their organ donor status directly on their payment cards. Developed in partnership with PayCenter’s VIMpay, this low-barrier feature leverages a product nearly all adults carry—bank cards—to address a national healthcare challenge: the underdocumentation of organ donation intentions.

Objective
Encourage more people in Germany to document their willingness to donate organs.
Create a simple, accessible, and legally valid alternative to traditional organ donor cards.
Raise societal awareness around organ donation and help save lives in emergency situations.
Use everyday payment technology as a new form of social good.

Insight & Strategy
Although a vast majority (84%) of Germans view organ donation positively, fewer than half have formally documented their consent. With 86% of Germans carrying their bank card daily—compared to only 26% who carry a donor card—Mastercard identified a powerful opportunity: turn payment cards into life-saving declarations.

The Life Donor™ feature was designed as a low-threshold, privacy-compliant, and user-friendly solution. Users can opt in via the VIMpay app, specify which organs they are willing to donate, and have the declaration physically printed on their card. Signing the card validates the statement legally—making it a fast, visible, and effective alternative to central registries.

Execution
The pilot launched in October 2024 with Mastercard, PayCenter, and VIMpay, supported by health advocacy organizations such as the German Organ Transplant Association (BDO) and Kinderhilfe Organtransplantation (KIO). The campaign was rolled out through a coordinated push involving PR, influencer support, digital content, and collaboration with government health authorities.

Messaging focused on normalizing organ donation and framing it as a socially responsible act embedded in everyday life. The tone was empathetic and empowering, avoiding fear-based messaging in favor of informed choice and action.

Impact
Earned positive media coverage and strong endorsements from leading health organizations.
Sparked national conversations around personal responsibility in organ donation.
Signaled a new direction for fintech-enabled public health interventions.
Set the foundation for wider rollout with other Mastercard issuing partners.

Conclusion
The Life Donor™ campaign shows how brands can innovate at the intersection of tech, behavior change, and social good. By transforming the bank card into a platform for life-saving declarations, Mastercard didn’t just build a feature—it started a movement.