Loyalty programs are a fantastic way for SMB retailers to boost customer sales. You'll need to let your customers know their value. Adding a charitable giving component to your loyalty program would work well. It will appeal to socially conscious customers and provide instant gratification a key element in any loyalty program.

Here, we will discuss crafting a loyalty program that drives sales.

The key metric used here for this loyalty program is 5 points for every dollar spent in the shop, $1.50 off for every 100 points, or $10 off for every 500 points. The customer can instantly convert any number of points to your nominated charity at $10 for every 500 points, so it says they have 12 points. So you will donate 12/500 x $10 = 24 cents. Remember, you are getting the tax deduction here. Plus, donations are non-refundable.

Now, your nominated charity must be a strictly non-political charity that no one would complain about, e.g. the Heart Foundation.

Setting the Stage, the message

These messages introduce your loyalty program and ensure customers understand its benefits while highlighting any charitable options.

Your message should grab attention and clearly explain how your loyalty program works, including any charity options.

Subject line: Big News! [Your Store Name] Rewards are Here!

Body: We're thrilled to introduce our new loyalty program designed to reward you, our valued customer! Earn 5 points for every $1 you spend and DOUBLE points on selected items. Redeem points for discounts: 100 points = $1.50 off 500 points = $10 off! Or donate your points to [Heart Foundation] instantly! Join now and enjoy exclusive perks, savings, and the chance to make a difference. [Sign up today →]"

Part of the sign-up is their email address. Remember, you can send emails for nothing.

Why It Works

• Combines excitement with precise program details.
• The charity options upfront, appealing to socially conscious people.
• You need a strong call-to-action (CTA) to encourage immediate sign-ups.

Welcome Email: Make a Great First Impression

Once someone joins your program, follow up with a warm welcome email that makes them feel appreciated and highlights personal rewards and donation opportunities.

Subject Line: Welcome to [Your Store Name] Rewards!
Body: Thank you for joining our loyalty program! You'll earn 5 points for every $1 spent as a member. Would you prefer to give back? Transform your points for [Heart Foundation] instantly! Redeem your points for fantastic rewards now: You get $1.50 off for every 100 points or $10 off for every 500 points!

Why It Works

• Personalised tone strengthens connection with customers.
• Introduces donation mechanics clearly and early.

Social Impact Strategy: Loyalty Programs That Give Back

I confess it's not the reason why my company donates to charity, but I certainly let people know about it.

Adding charitable giving options to your loyalty program drives customer engagement and builds goodwill for your business. Here's how to position this effectively in your emails:

Why instant Charity Options work.

Customers who buy from you irregularly will think they will never get enough points, so they do not bother; now, they know they get something if they buy. Many customers like businesses to support social causes. A study showed Australian consumers are more likely to buy from companies that support charities.

Incorporating charity into your loyalty program can enhance emotional connections with customers and encourage contributions by showing the direct impact of their actions on others.

Email Example: Promote Charitable Giving

Subject Line: We Make a Difference with Your Points
Body: Your rewards can do more than save you money—they can save lives! Donating your points to [Heart Foundation] at checkout. Together, we can fund lifesaving research and support those in need."

Highlight the impact with progress bars: *"Thanks to members like you, we've donated $2,340 to the Heart Foundation → Goal: $5,000!

Do not forget to celebrate a goal. For instance:

"We hit our goal! Thanks to you, we raised $5,000 for the Heart Foundation."

Keeping Customers Interested

Once customers are in your program, you need to send emails so they remember you. You can also keep them engaged with enticing offers to encourage repeat purchases.

Lotto is great for this as it has regular super draws. Also, do not forget holidays. For example, it was just Valentine's Day; you could have sent out an email stating that you have great gifts for Valentine's Day and maybe added a note of double points on these gifts.

Limited-Time Offers with a Social Twist

Time-sensitive promotions combined with charity appeals are highly effective at driving action.

Subject Line: Double Points + Double Donations This Week Only!
Body: Earn DOUBLE points on selected items this week AND double the impact of your donations —this week only!"

Relationship Builders

Every email nurtures long-term relationships

Final Thoughts

A well-designed loyalty strategy can transform an occasional shoppers into loyal customers. Use clear communication Urgency-driven offers Personalised touches

Include the current donation amount and milestone.