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

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

Is artificial intelligence riddled with bias?

The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.

Katja Forbes

Founder and chief, sfyte

At the deeper levels of artificial intelligence, computing machines make all kinds of correlations among whatever data is available to th...

Fraction Tech

Is artificial intelligence riddled with bias? - Customer Design - CMO Australia

Read more

https://myiplookup.com/ - find your ip address and location information in our main page. Also there are many ip tools you can use : IP L...

savefrom

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

https://myiplookup.com/ - this website will allow you to View Alexa Ranking and graph Check http headers of a website, tool to compare te...

savefrom

The Star's first CMO creates all-new marketing team

Read more

Good tips to follow. Thank you!

Anna Travis

5 things every business can do to drive brand loyalty

Read more

Thank you! That was useful to know.

Belia Adam

Why your best social marketing brand tool could be hiding in plain sight

Read more

Latest Podcast

More podcasts

Sign in