Philanthropy Month a Guiding Light for JetBlue’s Brand Loyalty

For JetBlue, service is an integral part of its overarching commitment that helps inspire others and elicit brand loyalty.

November is known as Philanthropy Month at JetBlue, recognizing those who actively volunteer in their communities. As part of the celebration, JetBlue launched a contest inviting customers and crew members to join the JetBlue For Good Crew. Volunteers who work to make their communities a better place can enter at for a chance to win $1,000 for the charity of their choice.
Customers and crew members can enter by uploading a photo or video highlighting their community service and sharing their volunteer efforts using #JetBlueForGood. The contest began Nov. 1, 2016, and runs through Nov. 30, 2016. Winners, one customer, and one crew member will be selected daily during that period.
Since 2011, JetBlue crew members have volunteered more than 500,000 hours of service. To honor JetBlue’s Philanthropy Month efforts, the airline is encouraging customers and even more crew members to participate in acts of service.
Loyalty360 caught up with Icema D. Gibbs, director of corporate social responsibility at JetBlue, to find out more about this intriguing concept.
“Service is part of our DNA and our mission of inspiring humanity is what guides us as a company,” Gibbs said. “Our social impact and purpose are not just about the work that our corporate social responsibility (CSR) team does or the nonprofits that we support on a corporate level, it’s about the causes that our customers and crew members support. Our people and partners are our greatest inspiration for giving back.”
Gibbs explained that JetBlue’s goal was to create a platform that encourages customers’ and crewmembers’ passions and purpose, spark conversations, and increases volunteerism and giving.

“JetBlue For Good is a commitment to service from the top down,” Gibbs explained. “To us, it’s about providing opportunities that have a positive impact on the areas where our customers and crewmembers live. We are looking to create #JetBlueForGood social conversations and provide inspiration for those looking to give back. Service is part of who we are as a brand and our leaders practice servant leadership. Our senior leaders all volunteer with various organizations. This helps fuel their purpose and provides some inspiration for other crew members to give back and to better serve our customers. Whether pitching in at the airport or onboard an aircraft when they are traveling or volunteering in their local communities, all our senior leaders have causes that are near and dear to them like Make-A-Wish, Concern Worldwide, and the Bob Woodruff Foundation. JetBlue For Good encourages acts of kindness, no matter how big or small.”
Gibbs said JetBLue’s TrueBlue members strongly support the airline’s volunteer and giving initiatives.
“This was one of the inspirations for our TrueBlue points donation platform,” she added. “Members wanted an option to use their points for good. Loyalty members can put their points to good use for travel or a variety of causes.” 
After natural disasters, such as Hurricane Matthew and Superstorm Sandy, Gibbs said JetBlue found that its loyalty program members and customers were reaching out to see how the airline was getting involved in relief efforts.
“They wanted to know what we were doing so they could partner with us in giving back,” she said. “When we respond to a need, one of our first resources is our TrueBlue members. We also include our Mosaics in community events. These are our most frequent travelers and our best brand ambassadors. Having them volunteer alongside customers, crew members, and community members help bring even more awareness to issues that are important in the areas where they live.”
What are JetBlue’s plans in this regard for the future?
“This is just the beginning,” Gibbs said. “Through JetBlue For Good, we are hoping to ignite purpose and make a significant impact. Imagine the impact we can make if all our nearly 20,000 crew members and our customers participate in just one act of service. Our hope is that JetBlue For Good will provide inspiration for others to get involved and to give back. This initiative will provide inspiration for those looking for ways to give back. We are kicking this off with a contest for those that already volunteer to spark an ongoing movement. They can enter for a chance to win a $1,000 grant for their favorite charity. Our goal is to use this contest to ignite ongoing volunteerism.” 

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