#355: Points for Good - A Programme Enabling Points Exchange For Charitable Donations (Short Summary Show)

Paula: Welcome to Let’s Talk Loyalty, an Industry podcast for loyalty marketing professionals. I’m Paula Thomas, the Founder of Let’s Talk Loyalty. Today’s episode is hosted by Tom Peace, Managing Director of The Loyalty People, a strategic consultancy with a laser focus on loyalty, CRM, and customer engagement.

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This episode is sponsored by Epsilon, today I’m delighted to announce a unique opportunity for one lucky listener of Let’s Talk Loyalty to enjoy a complimentary workshop with the loyalty experts at Epsilon. One brand every month will have the chance for a unique, independent Loyalty Lab, a review of your loyalty program, where Epsilon will share their expert ideas, how to drive your program’s performance to a whole new level.

This workshop is a powerful way for you to measure and then increase the return on your investment in your loyalty program. So to apply, head over to letstalkloyalty.com/epsilon and enter your details.

Tom: Hi, I’m Tom Peace, Managing Director of The Loyalty People and presenter of Let’s Talk A Little Loyalty. Welcome to this week’s short summary show, on behalf of Let’s Talk Loyalty.

This week my Let’s Talk a little Loyalty podcast showcases Paula’s interview with Brian Almeida, the Founder of Points for Good.

Points For Good is a program partner for brand loyalty programs that allow customers to donate reward points towards a social purpose. Brian started this business in India as Points For People and is expanding globally as Points For Good. I’m a good friend of Brian since we worked together on CLMP training with the Loyalty Academy and the Points for Good program that Brian is running really is a shining light in the pursuit of charitable giving and also provides a fantastic opportunity for brands to actively engage in ESG. For these reasons, it’s been a real pleasure to review this particular show and provide my thoughts, on points for good. Brian has created a solution that really meets our needs as human beings to be kind and help others less fortunate.

This is such an admirable venture, and I’m so pleased to see how successful this business has become. The concept is so simple. Give loyalty program members the opportunity to donate their loyalty rewards for charitable causes of their choice. This isn’t new for brands, but the innovation here is that Points for Good can connect brands to hundreds of charities easily taking away the stress of managing these relationships directly.

So as well as providing a fantastic way for people to help other people. This program also supports brands extremely well. Firstly it, it helps to reduce points liability, which all CFOs out there will love. It also provides a burn option that makes members feel generous, kind, and giving. These are emotional connections that will create a strong feeling of trust with the brand that is invaluable to a loyalty program.

We all know that burn drives earn and this particular type of burn is incredibly valuable for the member. Another advantage for the brand is the positive marketing and ESG generated from the donation value and the charities that the brand partners with. As program managers, we know that right now and moving forward, our members are looking for emotional connections and ESG solutions align to their beliefs. Points For Good, enables all those members and program needs to be fulfilled.

So this is an amazing business solution and it’s great for the members and the general population as a whole. It’s no wonder it has been so successful and businesses can’t wait to sign up. At the time of the original podcast, around a year ago, Points For Good was available to 150 million loyalty program members across India.

Brian is now expanding globally, and I look forward to seeing how successful this will be in the future. Thanks for listening. I hope you enjoyed the summary. I’d highly recommend listening to the main show, which can be found www.let’stalkloyalty.com, and first aired on the 10th of February, 2022, episode 185.

All of the best and speak to you all soon, Tom.

Paula: This show is sponsored by The Wise Marketer. The world’s most popular source of loyalty marketing news, insights, and research. The Wise Marketer also offers loyalty marketing training through its loyalty academy, which is already certified, over 500 executives in 38 countries as certified loyalty marketing professionals.

For more information check out thewisemarketer.com and loyaltyacademy.org.

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