New platform enables donation of unused customer loyalty points to charity

Loyalty points sets to become cash donations for charity

Unused loyalty points and air miles can now be converted into a cash donation for charity, at a time when cryptocurrency and credit card regulations are shaking up traditional customer loyalty programs. 

Imagine Corporation has joined with charity fundraising solution provider, everydayhero, to offer a new platform, points4purpose, which enables individuals, organisations, or community groups an option to convert their loyalty points into social good.

According to Imagine Corporation, 27 per cent of members of loyalty programs want to donate points to charities or local community initiatives of their choice, 58 per cent of all Australians believe brands need a loyalty program to keep them loyal, 28 per cent have switched brands on at least one occasion to get benefits from a loyalty program, and 65 per cent of members want to share their benefits with family, friends or charity. 

The points4purpose platform enables individuals to access the billions of dollars in loyalty points and air miles sitting dormant, and convert them to a cash donation for a cause of their choice.

Backed by corporate partners including Expedia, Rebel Sport, Sony, Budget Car Rentals, General Pants and a growing list of well-known brands representing a wide range of industries and services, consumers and employees can now convert their unused and expiring rewards points to their chosen causes. The individual registers an account at points4purpose and every time they shop on the site, their points will be donated to their chosen charity. They also receive a tax-deductible receipt for the donation.

Points4purpose also enables not-for-profits to share their stories with a wider audience. Corporate partners can provide targeted and unique offers to charitable supporters on the site and, in turn, expose their important work on the ground to large databases of supporters through participating corporate partners.

“Were providing corporate partners with the opportunity to retain and grow their relationships by effectively enabling them to support the causes of their choice,” said managing director of Imagine Corporation, Ivan Schwartz.

Schwartz said many of the bank-supported rewards programs are struggling to maintain the benefits previously enjoyed by cardholders, following the RBA’s interchange fee regulations that came into effect on 1 July last year.

Similarly, CMO recently reported on a completed trial with LoyaltyX and the University of NSW that saw students and staff earning cryptocurrency instead of points in return for day-to-day purchases with merchants across the campus.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

 


Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Augmented Reality: What’s behind the marketing industry’s failure of imagination?

Every flagship smartphone in Australia includes hardware and software purpose-built for AR. A huge audience is ready and waiting. We have an opportunity to craft extraordinary, innovative work. But to get there, we need to push our creative thinking a little harder, writes Gil Fewster.

Gil Fewster

Creative technologist, The Royals

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Why it's important for me to know that? I don't get it, sorry.

James Fogle

7 things you need to know about Facebook's mood experiment

Read more

Info graphic have proven to be very useful to create brand awareness and drive traffic. Thanks for sharing these Information.Graphic Desi...

Govind Dadhich

Image intelligence:10 must-see infographics for marketers

Read more

Best web hosting packages Vancouver WA understands that only technical support and domain associated email address can bring huge leads ...

Radiata Solutions

6 Ways to ramp up Social Media to Your Web Design

Read more

I had the same vision about change from CX terminology to HX. Even with almost the same title: 'Forget customer experience...' https://ww...

Ekaterina Khramkova

Forget customer experience, human experience is marketing's next frontier

Read more

Thank you, so do I.

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

Latest Podcast

More podcasts

Sign in