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

Using artificial intelligence to surprise your customers

​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

Katja Forbes

Founder and chief, sfyte

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

What a great article. Thanks for sharing. Today Digital Marketing is the basic need for a business to survive. As online presence is very...

Ecomsolver Private Limited

Want to master digital transformation? Stop thinking about your own problems

Read more

Feeling grateful that customer led digital transformation could improve business and generate more business growth. Many companies are no...

Lilly Lawrence

How a customer-led digital transformation has helped this CMO generate $6m in incremental business

Read more

If a business games me happy than there is a higher chance I will go to them.

Martinez

The Iconic: becoming customer-focussed transformed our business

Read more

That’s a great example of surprising AR ad that went viral because it was first of its kind. Probably a similar effect to some scale can ...

Natasha Kvitka

Using artificial intelligence to surprise your customers

Read more

Hey there! it is a really meaningful post. I too have written a few similar articles about SEM, SEO, Social Media, Digital Marketing Tren...

Rohit

Digital advertising continues to dominate marketing budgets

Read more

Latest Podcast

More podcasts

Sign in