Saving the world is your profit ! This is the motto under which the NU card scheme (‘NU-spaarpas’) was launched in Rotterdam in May 2002. The NU card is the first technologically advanced incentive system for sustainable behaviour and sustainable consumption. It was realized in a unique public/private collaboration between the Rotterdam Municipal Authority, Rabobank, and Stichting Points (formerly Barataria). The NU card scheme is an attractive option for anyone wishing to encourage sustainability and quality of life at a local level: marketeers, waste processors, public transport companies and scientists. NU card is also attractive to those who think systematically about the changing role of the government and who are looking for appropriate instruments. Read the full chapter as pdf-file.