Morrisons loyalty card holders can now donate accrued points and pounds to end-of-life charity Marie Curie.
The new feature from the supermarket comes in response to customer and colleague requests for the option to put their points towards a charitable cause.
Customers will be able to donate More Points to Marie Curie in multiples of 1,000 (equivalent to £1 in value) through the More Card app or website. Each donation will be converted into a monetary value and transferred to Marie Curie on behalf of the customer.
The feature can be turned off or on, so More Card holders have the option to switch back to saving their points to spend in-store or online.
The move comes as Morrisons has raised £1m for Marie Curie, five months into its three-year partnership. The supermarket aims to raise £15m for the charity – which helps those living with illnesses from which they’re likely to die, and those close to them, with free palliative and end-of-life care and support – by the end of the partnership.
“We are delighted to see this next step in our partnership with Marie Curie, which builds on £1m already raised thanks to our incredible colleagues and customers,” said David Scott, corporate affairs director at Morrisons.
“Today’s news marks a meaningful evolution in the Morrisons More Card loyalty programme and follows feedback from customers who want their everyday shopping to make a difference to a great charity. Whether our customers choose to spend their points or donate them, every transaction now has the potential to support families facing terminal illness.”
Morrisons More Card enables customers to earn five More Points on all products in store, online, in selected Morrisons Daily stores, on the Morrisons Amazon store and on Morrisons groceries ordered via Deliveroo. Once a customer has saved 5,000 points, they receive a ‘Morrisons Fiver’ which can be redeemed on a future shop, in-store or online.
Morrisons relaunched the More Card in May last year, promising it would bring a “radical “ overhaul of loyalty at the supermarket. In December, it extended the selection of products on which points could built up across its whole range.
“Every pound donated helps ensure more people can access the expert care and compassion they need at the end of life,” said Matthew Reed, chief executive at Marie Curie. “We’re proud to be partnering with Morrisons in this innovative way and look forward to seeing the impact of this new loyalty feature across the communities we serve.”
Several supermarkets offer the option for loyalty card holders to earn points in aid of charities.
In September, Asda launched its Cashpot for Schools scheme, which saw it donate 0.5% of the value of any shop to a customer’s primary school of choice when they shopped using Asda Rewards.
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