Launched in 1992, the AIR MILES Reward Program is one of the best ways to receive rewards in Canada. With more than 10 million active Collector accounts, about two thirds of all Canadian households can turn everyday purchases like gas and groceries into movie tickets, kitchen gadgets, electronics, dream vacations, and more.
As a result, the AIR MILES wanted to spotlight customer engagement and, at the same time, collect charitable donations for a worthy cause. Subsequently, with the help from Collectors and Partners, the AIR MILES Reward Program raised a landmark amount of more than $1 million in support of children’s causes across Canada.
This stellar charity performance was courtesy of the AIR MILES Better Bonus Event.
During the busy back-to-school season, Collectors were given the opportunity to receive Bonus Miles on their purchases at participating Partner locations. For every Bonus Mile a Collector received using their Better Bonus Event coupons, AIR MILES matched that Mile to donate to children's causes nationwide.
Unlike other frequent shopper programs, Collectors can receive Miles from hundreds of leading brand-name Partners, representing thousands of retail and service locations across Canada and leading global brands online. The AIR MILES Reward Program lets Collectors reward themselves their way–they can build their AIR MILES Cash balance to use toward in-store purchases or eVouchers online at participating Reward Partners, build their Dream balance to get vacations, electronics and more, or a combination of both.
Big Brothers Big Sisters of Canada, the Sobeys Inc. Better Food Fund, The Children’s Wish Foundation of Canada, United Way Centraide, the Green Apple School Program, and the Rexall Foundation were the recipients of the donation. 
“At AIR MILES, our goal is to bring joy and delight to Canadians,” Rachel MacQueen, Vice President, Marketing, AIR MILES Reward Program, told Loyalty360. “We have undertaken a number of initiatives that give Collectors the opportunity to experience joy and delight through being a part of something bigger, something that positively impacts our Collectors and their communities. During the Better Bonus Event, we encouraged millions of Canadians to get involved and shop for a good cause and give back to children’s causes nationwide that we and our Partners support. Through the matching Miles campaign, Collectors were at the forefront of the giving process, resulting in a donation that will truly make a difference for communities across Canada.”
The Better Bonus Event is a direct result of AIR MILES Collectors’ dedication in giving back to their communities, MacQueen noted.
“We are pleased to have raised a landmark amount of over $1 million dollars for children’s causes across Canada, with the help of our Collectors and Partners,” MacQueen said. “We also have a number of other ways that Collectors can get involved in the ‘giving’ process throughout the year. Collectors can make a difference by donating their Miles to thousands of charities by visiting www.airmiles.ca/donate. And, until Dec. 31, AIR MILES is matching Cash Mile donations that Collectors make to select charities.”
Tying customer loyalty to worthy causes is a popular trend.
“Research shows that Canadians believe in charitable giving, with a generous majority (90%) of the Canadian population planning to donate to charities this year,” MacQueen explained. “The success of the Better Bonus Event reinforced that belief. Our Collectors and Partners actively engaged in the program to raise money for children’s causes.”