In an effort to support Canadians affected by the COVID-19 pandemic, AIR MILES Reward Program announced a $1 million initiative through a donation matching program to two leading Canadian charities — Kids Help Phone and Food Banks Canada. The loyalty program launched a channel for users to donate their Miles to help these charities through arilmiles.com/donate.
Collectors can donate 500 Dream Miles to Kids Help Phone or Food Banks Canada and AIR MILES will contribute $50, on behalf of the Collector, and match the first $500,000 raised, providing up to $1 million or more in critical support. This funding will go to providing Canadians meals as well as giving vital support and resources to young Canadians during these uncertain times.
Image Credit: Shutterstock, AIR MILES
Key Themes Behind This Trend
- Donation Matching Programs
- The use of donation matching programs allows businesses to leverage customer contributions for social impact and support during times of crisis.
- Loyalty Program Donations
- Loyalty programs are providing opportunities for customers to contribute to charitable causes by donating their loyalty points or miles.
- Corporate Social Responsibility Initiatives
- Companies are implementing initiatives and programs to support individuals and communities affected by the COVID-19 pandemic.
Where This Applies
- Reward Programs
- Companies in the reward program industry can create donation matching programs to encourage loyalty members to contribute to charitable causes.
- Non-profit Organizations
- Non-profit organizations can partner with loyalty programs to create avenues for receiving donations and support from program members.
- Food and Beverage Industry
- Food and beverage companies can collaborate with loyalty programs to provide meals and resources to individuals facing food insecurity during challenging times.
