There are many important factors that determine the success of a gift card program, but perhaps the most critical of all is management structure. Over the course of working with thousands of companies to set up and operate prepaid card programs during the past 17 years, First Data has observed that structural nuances can mean the difference between a successful program and a very successful program. Accordingly, we have identified six gift card management approaches that work well -- as long as they correspond to what companies seek to achieve from their respective gift card programs.