World Loyalty Giving Day

A Commitment to Unite the
Customer Loyalty Industry for Good

December 3, 2024

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About

World Loyalty Giving Day

The inaugural “World Loyalty Giving Day” will take place December 3, 2024. 

This is an event designed to mobilize brands and customers to become more purpose driven through points donation and thought leadership.

World Loyalty Giving Day (WLGD) is joining hands with Giving Tuesday and will be coordinated with their global platform messaging, connecting billions through social media impressions per year. 

This event will unify the customer loyalty industry and show the world how loyalty programs help brands become more purpose-driven and deliver good for members and their favorite causes.

What’s the back story?

Today businesses are not only answerable to a multitude of stakeholders (i.e. equity shareholders, customers, suppliers, etc.) but to all their stakeholders including the communities they serve.

Multiple research studies show that consumers are making purchase decisions in part due to where they see alignment between corporate values and their own personal values. This value alignment is increasingly becoming an important consideration in consumption, and Loyalty Programs are well suited to help consumers connect with and support causes they believe in.

Brands can mobilize their loyalty program members to support action in sustainability and drive innovation in issues ranging from the environment to health care, education, food security, homelessness and many others plaguing our world today. 

By doing so, Brands can reposition the status and relevancy of their Loyalty Programs in the eyes of consumers. This is an opportunity to build on historical transactional models and add to the “triple win” nature of customer loyalty to deliver benefit to worthy causes around the world.

Shaping a New Age for Customer Loyalty

Loyalty programs have been successful in changing consumer behavior and measurable profitability for the brands that sponsor the programs. Some programs have come under scrutiny for promoting transactions only, increasing carbon footprints, and contributing to environmental damage.

Imagine organizations offering products and services with bonus points for choosing a lower carbon footprint or products with environment friendly packaging. Or allowing point donation to offset carbon footprint, plastic recycling, planting trees, promoting education in rural areas, and providing healthcare benefits to lesser privileged individuals.

World Loyalty Giving Day will help organizations increase the importance of their Loyalty Programs in the eyes of customers and activate the goals of their environmental, social, and governance (ESG) plans by unifying Loyalty Program Members, Employees and Channel Partners to achieve big objectives.

The inaugural World Loyalty Giving Day on December 3, 2024 will be a day where our entire industry comes together to “do good”. Brands that encourage their Loyalty Program Members to celebrate their membership by donating loyalty points to causes that bring good to the world will benefit greatly.

How Can I Help?
  • #DonateYourLoyaltyPointsDay
  • #DYLPD

Purpose

WHY World Loyalty Giving Day

Research from multiple sources provides evidence that consumers expect more from the Brands they patronize. 

are tired of brands pretending they want to help society when they just want to make money.
0 %
think companies / brands should be transparent about their commitments and promises.
0 %
are starting to change their behavior to adopt to the environmental pressures we are facing.
0 %

6 out of 10

respondents are being the change they want to see in the world.

3 out of 5

are prepared to make personal sacrifices to save the planet and take a stand on political issues that are important to them.

Source: New Havas 2023 Global Meaningful Brands TM report

You can find more resources and research on this topic on The Wise Marketer. The following is a small selection of articles to get you started. You can Search on “Cause Related Marketing” or “Charitable Giving” to find more information.

Loyalty, customers, and data: Has Jeff Bezos lost sight of what made him successful?

Jeff Bezos, founder of Amazon and one of the richest people in the world, owes his fortune to marrying customer obsession and data. In 2013, that fortune allowed Bezos to purchase The Washington Post, one of three major national newspapers in the US.

Last Friday, the Post announced a decision to end a nearly half century tradition of endorsing presidential candidates. As a result, within just a few days of the announcement, The Washington Post has lost 10% of its subscribers, so far a total of 250,000. It will lose more, as 50,000 of these losses came less than a day after Bezos published his own piece defending the decision.
Read Full Article

How the Golden Circle Shapes a Purpose-Driven Program

In today's fiercely competitive marketplace, I find myself constantly on the lookout for innovative strategies to foster customer loyalty and set brands apart from the crowd. We know that loyalty programs are more than just a means to drive repeat purchases: they are platforms for creating meaningful and enduring relationships with customers.

Among the gamut of approaches available, one framework that particularly resonates with me is Simon Sinek's Golden Circle. In this article, you will discover the intersection of the Golden Circle framework and loyalty program design, and how brands can leverage a purpose-driven strategy to cultivate loyalty, drive engagement, and ultimately achieve sustainable growth.
Read Full Article

How to Grow Customer Lifetime Value in Challenging Times

Purpose is not a new concept. The Oxford dictionary defines Purpose as ‘the reason for which something is done or created.’ Your brand’s purpose should be reflected in your corporate culture as well as in your outbound marketing communications. It makes sense for so many reasons – most of all, if done well, it will drive your bottom line!

But how do you really get a grip on the way customers view your Purpose? The question is worth investigating because if you invest in understanding why customers do what they do, your business can tap into that which is important to them - and embed their Purpose into your overall customer marketing program.
Read Full Article

The Death of the Mileage Run may Save Frequent Flyer Programs

It’s time to take a look at the future of Frequent Flyer Programs (FFP) and the social standing of those frequent travelers who invest in achieving elite status levels with the airlines. Consider research published by UK-based climate charity Possible that found a small percentage of Frequent Flyers are driving obscene levels of global emissions.

Another report found that about 1% of the world population is responsible for 50% of emissions from all air travel. The Possible report put forth the idea that FFP’s encourage more carbon emissions by “rewarding flyers disproportionately more for long, complex flights” in other words the type of flights that are the essence of the Mileage Run. How can FFP’s Become More Socially Responsible?
Read Full Article

Read Deep Purpose: The Heart and Soul of High-Performance Companies...

And watch for a link here soon to an interview with author and Harvard Business School Professor Dr. Ranjan Gulati
Get the Book
How Can I Help?
  • #DonateYourLoyaltyPointsDay
  • #DYLPD

Partners

 

World Loyalty Giving Day is supported by a group of organizations with a shared vision to elevate the Loyalty Marketing business. The initiative was originated with Brian Almeida, Founder of Points for Good, a platform for donating loyalty and reward points towards social causes. 

Founding Partners supporting the launch of World Loyalty Giving Day include:

Points for Good

Points for Good focuses on the causes listed in the UN sustainable development goals, and has facilitated the donation of over 100 million reward points towards social causes to date. Based in India, Points for Good supports multiple causes including child literacy, girl child education, health projects in Cancer, support for the elderly and aged, animal welfare, health and sanitation and many others.

The Wise Marketer™

The Wise Marketer™ (TWM) is serving as the “hub” for World Loyalty Giving Day. Known as the Global Voice of Customer Loyalty, it is an independent and unbiased media group. The Wise Marketer™ is an ardent advocate for the global data-driven marketing industry and serves the global community of loyalty marketing professionals with members spanning over 120 countries, including the more than 1,000 professionals, in 55 countries, who have earned the Certified Loyalty Marketing Professional™ (CLMP™) designation.

Blind Loyalty

The Blind Loyalty Trust’s sole purpose is to offer hope and clarity through essential ophthalmology procedures to under-privileged patients requiring corneal transplant surgery.​

The Blind Loyalty Trust has been set up as an outcome of a very difficult and testing time in 2022 when Amanda Cromhout, The Trust’s founder, was struck by fusarium keratitis. This temporarily left her blind in her right eye. Amanda endured three months of intense pain, received two emergency corneal transplants plus further surgery.

While Amanda was going through such an intense and painful experience, she realised this was something she would never want others who cannot afford healthcare, to have to endure, without financial support. For this reason, she has founded the Blind Loyalty Trust.

Do Good Points

The mission for Do Good Points is to activate and empower the next generation of do gooders. The company believes that doing good is something that can be a part of our everyday lives and that a desire to do good already exists in all of us. Its points system and rewards model activates this desire in a fun, easy way.

Points4Purpose™

Points4purpose™ introduces sustainable fundraising streams that do not detract or divert from traditional charitable sources.Its mission is to automate charity-related marketing in partnership with commercial enterprise and, in so doing, address identifiable social needs utilising legacy points balances as the ‘fuel’.

If your organization would like to partner in support of World Loyalty Giving Day, please click below, and we will get you on board with us.
Get INvolved
  • #DonateYourLoyaltyPointsDay
  • #DYLPD

Impact

WHO CAN PARTICIPATE?

Brands

  • Brands sponsoring loyalty programs can establish a fresh and higher level of relevancy with their most important customers.
  • Demonstrate industry leadership and be First Mover in recognizing changing consumer behavior, tapping into developing consumer purchasing trends.
  • Convert your Program from transactional to emotional by making strong connections with social causes, which members are most passionate about.
  • Create a more sustainable program and brand and improve your brand ESG score

Consumers

  • People who participate in loyalty programs will find new meaning to their loyalty program interactions and earn satisfaction through more control over the value and purpose of their loyalty equity.

Providers

  • Providers of services and technology to the loyalty industry gain a platform to express the value of customer loyalty at the C-Suite level.
  • Take leadership on pivotal topics impacting the industry’s future.

Social Organizations

  • Social organizations and social ventures benefit through large-scale individual retail giving, creating a sustainable source of funding.

Benefits for Brands Participating in “World Loyalty Giving Day”

Any Brand operating a Customer Loyalty Programs anywhere in the world can participate in this initiative. Your Brand will benefit from:

  • Positive brand association with an industry-transforming cause
  • New opportunities to communicate with customers and increased customer engagement through campaigns designed for Members to donate their loyalty points towards the causes you designate.
  • Additional sales through re-engagement with not only your better customers but also the long tail of the base
  • A global forum for your brand to express its viewpoints on topics important to customers and stakeholders

Promotional support

  • Your World Loyalty Giving Day (WLGD) campaigns and content will be promoted in The Wise Marketer™ publications to provide extended media coverage for your initiative(s).
  • The Wise Marketer™ will publish a summary of all WLGD global campaigns created by participating brand and their loyalty programs.
  • The top entries in each market will be interviewed by The Wise Marketer™ for publication on their website.

Example: 5 steps to how your brand can participate

  1. Adopt a Social Cause/s aligned to your brand or partner with a points redemption platform that offers this option.
  2. Set a target for number of Points to be donated and Value to be donated.
  3. Create campaigns for members to participate, you can create promotions such as:
      1. Loyalty Program match of Member donations
      2. Higher value conversions for points donated to social causes
      3. Bonus points for specific consumer behaviors
      4. Dedicate December 3rd only for Social Causes
      5. Advertise and promote the same (we will help you)
  4. Share your campaigns/upload it to The Wise Marketer™ 
  5. Share the cumulative numbers of points and value donated with us for additional publicity.
Get Involved
  • #DonateYourLoyaltyPointsDay
  • #DYLPD

Testimonials

"The signs of the time, as customers increasingly indicate the need to be more socially responsible, Loyalty programs can lead the way and show the world that they are more than “buy more get more points” and are important tools in changing behaviour for a larger good.

With “World Loyalty Giving Day” members and programs can make a difference for a better society and greener planet. Customer Loyalty programs can become the game changer for sustainability initiatives."
Brian AlmeidaFounder - Points for Good
“We believe the loyalty marketing business has a higher calling. It’s more than transactional as the best custom strategies lead to value creation for the enterprise that is predictable and sustainable over time. Much of the research we are reading at The Wise Marketer points to the influence of customer values in making purchase decisions. Customers seek to align their values with the Brands they patronize and participation in World Loyalty Giving Day helps to build the bridge of “emotional loyalty” that connects Brands with their customers.”
Bill HanifinCEO, Wise Marketer Group
"When we were first approached to help create World Loyalty Giving Day it took us only a few milliseconds to commit to the construct and to start figuring out how we could help. As trusted stewards of the loyalty industry we also recognize that we must act as leaders for loyalty. This initiative has unbridled potential, it will change lives for the better, and it will position marketers as agents of change towards a more connected, healthier, and more respectful society by advocating points-based giving en masse."
Aaron DauphineeCMO, Wise Marketer Group
Points for Good is happy to participate in “World Loyalty Giving Day”. Having begun this journey over 7 years ago, we are committed to make a difference in the way Loyalty programs are used to change lives.

We believe loyalty programs can move the needle in consumer behaviour and align with what customers want by introducing more intentional steps towards social responsibility.”
Smita KhotCEO - Points for Good
I’m thrilled to see the launch of World Giving Day by The Wise Marketer and Points for Good in celebration of Giving Tuesday. As the founder of Connected Goodwill, this innovative collaboration brings together a global community, highlighting the power of collective generosity. By leveraging rewards programs and recognizing acts of kindness, World Giving Day makes it easier than ever to give back and inspire others to do the same. It's a brilliant initiative that not only amplifies the spirit of Giving Tuesday but also creates lasting impact in communities around the world. I’m excited to see how this day will grow, encouraging people everywhere to embrace kindness and contribute to a better future.
Gregg O'NeillFounder and Lead Consultant of Connected Goodwill

How Can I Help?