Asda is making millions of pounds available to primary schools in the UK by encouraging families to use its loyalty programme.
The new campaign, fronted by fitness coach and social media personality Joe Wicks, will see the supermarket donate 0.5% of the value of any shop until 30 November to customers’ primary school of choice when using Asda Rewards.
The retailer is kicking off each school fund with £50 and offering to top it up with an extra £1 for every customer that selects their school. It is projected to donate around £7.5m through the campaign.
Asda noted that the initiative is a first for the loyalty market, allowing users to select their own benefactor and raise unlimited funds by using their loyalty app – and with no impact on their own Cashpot earnings.
The Asda Rewards programme was launched two years ago and now has over six million weekly users.
David Hills, Asda’s Chief Customer Officer, commented: “The entire team at Asda are absolutely delighted to launch Cashpot for Schools today – an initiative that is testament to our commitment to supporting families, and evidence of the incredible opportunity created by our Asda Rewards programme.
“We know that 87% of families are asked to contribute to their primary school to support funding – with some families contributing up to £138 per year, which is a significant sum when budgets remain tight.
“The power of Asda Rewards means we can create a route for them to donate directly to their school, simply by doing their normal shopping with Asda and benefiting from the great value we offer everyday, as well as topping up their own Cashpot. It’s a game-changing initiative for schools and a win-win for customers.”
NAM Implications:
- Can’t say Asda are not trying.
- Appealing to customers’ charitable instincts…
- …and some headlines as a bonus.
- Fingers crossed…
