Morrisons has announced that members of its More Card loyalty scheme will be able to donate their points to Marie Curie, the UK’s leading end-of-life charity.
The retailer said the new feature had been introduced after its customers and staff asked for the option of being able to put their loyalty points towards a charitable cause. Shoppers can donate as many points or pounds as they wish to Marie Curie while also having the option to switch back to saving their points to spend in-store or online. Each donation will be converted into a monetary value and transferred to Marie Curie.
The move comes after Morrisons hit the first £1m mark for Marie Curie, five months into a three-year national charity partnership.
“We are delighted to see this next step in our partnership with Marie Curie which builds on £1m already raised thanks to our incredible colleagues and customers,” said David Scott, Corporate Affairs Director at Morrisons.
“Today’s news marks a meaningful evolution in the Morrisons More Card loyalty programme and follows feedback from customers who want their everyday shopping to make a difference to a great charity. Whether our customers choose to spend their points or donate them, every transaction now has the potential to support families facing terminal illness.”
Matthew Reed, Chief Executive at Marie Curie, added: “Every pound donated helps ensure more people can access the expert care and compassion they need at the end of life. We’re proud to be partnering with Morrisons in this innovative way and look forward to seeing the impact of this new loyalty feature across the communities we serve.”
NAM Implications:
- If it works…
- …it becomes a pointer for rivals.
- That said, it is a worthy cause that will appeal to many.
