# Platform for donating unused loyalty points to scale up following pilot

- Link: https://fundraising.co.uk/2019/10/03/platform-for-donating-unused-loyalty-points-scale-up-pilot/
- Published: 2019-10-03T09:00:19+01:00
- Author: Melanie May

**With more than ​£7 billion​ ​worth of unused loyalty points and rewards​ in the
UK today, fin-tech firm For Good Causes, which helps consumers donate their unwanted
rewards to charity, has announced that it is to scale up following a successful 
pilot.**

[For Good Causes](https://www.forgoodcauses.org) enables consumers from multiple
loyalty schemes and reward programmes to donate their reward value to a charity 
of their choice, with more than 14,000 charities already on the platform. So far
consumers have donated to 13,000 through the platform and it is now aiming to reach
more than 25m loyalty members by Q1 2020.

According to For Good Causes, over three quarters of the UK population (77%) are
signed up to at least one loyalty provider and while the majority of loyalty members(
91%​) state they actively collect and redeem the points and rewards they earn, it
has found that there are more than £7 billion-worth currently unused.

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Vodafone is one of the brands currently on the platform. Thousands of its ​consumers
have donated rewards this year with points being converted to an average charity
donation of **£6.49.** In August alone Vodafone consumers donated their points to
over 850 different charities including national charities like Cancer Research UK,
Guide Dogs, Alzheimers Research UK, NSPCC and Help for Heroes as well as a number
of local hospices, regional animal sanctuaries and children’s playgroups around 
the country.

**Crispin Rogers**, CEO, For Good Causes, said:

> “Unlocking the £7 billion of loyalty value and recycling it, to do good, is the“
> hero” of our story, because it will empower more people, more often to make a 
> difference. And it creates a brand new income stream for UK charities.”
>  “Empowering consumers to support causes they love – ones that align with their
> personal values and beliefs – can create strong emotional engagement and brand
> advocacy. Whether they choose to support medical research, animal rescue or they’re
> keen to donate to a local cause or to a charity addressing one of the UN Sustainable
> Development Goals (SDGs), we want to enable that choice.”

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