Rewarding volunteers with a shop-local approach
Melanie May | 4 October 2021 | News
A Welsh charity has developed a reward strategy for its time bank volunteering initiative that benefits the local community.
The Gellideg Foundation Group in Merthyr Tydfil, South Wales supports local residents on a social housing estate through a number of services including a community pantry. It is using its local Town and City Gift Card programme for volunteer rewards.
Gellideg Foundation Group Manager Colette Watkins said:
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“Our time bank volunteering initiative acknowledges our volunteers’ time commitment to Gellideg. Volunteers give what time they can, whether that is 9 hours per week or 30. We use the We Love Merthyr Gift Card as a gesture to thank volunteers. This is capped so that everyone receives the same reward, regardless of how many hours they volunteer.
“We looked at different time bank reward models and have previously given volunteers a single retailer gift voucher, but switched to the We Love Merthyr Gift Card because it has a double purpose. Not only can we reward our volunteers, but we can also support local businesses. It keeps the Merthyr pound in Merthyr.
“Volunteers said they preferred the We Love Merthyr Gift Card. They can still go to the nationals like Wilko and Boots but they can also go to the mobile phone shop and update their mobile, use their gift card to buy presents for others, or on personal items for themselves that they wouldn’t usually spend money on. People also used their gift card for family meals. Time together with family has become more precious lately. It has also opened up new businesses for them to try. It made absolute sense for us to use our local gift card.
“Around Christmas time, Gellideg’s trustees also rewarded our staff with a We Love Merthyr Gift Card. It has been all hands on deck during the pandemic, with staff performing jobs they wouldn’t normally do. It was a chance to say thank you, and we appreciate all you have done.
“There hasn’t been a negative for us in switching to the We Love Merthyr Gift Card. It’s straightforward to order; we place the order online once a quarter and record when the gift cards are given out to volunteers. Gellideg saw an opportunity to support our town centre with our volunteer time bank strategy, we are incredibly fortunate to have our own local gift card and by supporting it, we are also rewarded with a thriving town centre.”
Payments provider Miconex’s Town and City Gift Cards initiative launched in 2015. The programme is designed to lock in money locally for participating businesses, drive foot traffic and stimulate economic activity. It now operates over 100 Town and City Gift Card schemes in the UK and Ireland, as well as programmes across North America.
Colin Munro, Micronex Managing Director, said:
“Lifestyles have changed post Covid. People are shopping locally, taking a greater interest in their own wellbeing and have a strong desire to support the businesses where they live. August 2021 GCVA data showed that 42.3% of Generation X shoppers (aged 35-54) purchased a local gift card for someone else to support local businesses or their local high street.
“84% of UK employees are more physically active since working from home and 39% feel they have an improved diet. Town and City Gift Cards offer lots of options for volunteers and employees to build on new healthier lifestyles, with everything from sporting gear shops and grocers to wellbeing services and leisure activities. It’s a socially conscious employee reward that takes into account changing lifestyles.”
About Melanie May
Melanie May is a journalist and copywriter specialising in writing both for and about the charity and marketing services sectors since 2001. She can be reached via thepurplepim.com.