"As we work to create light for others, we naturally light our own way." ― Mary Anne Radmacher
These days, we might like to give cash gifts to so many wonderful organizations, but just can't donate as much as we want. Well, there's a clever new solution that makes it possible to take a currency most of us already have -- airline miles, club card reward points, and other similar "loyalty" currency -- and turn it into donations for the charity of our choice.
The organization behind this global, broad-scale initiative is KULA Causes. With it, you can give to more than 2.5 million causes in more than 80 countries, and growing. I had an opportunity to speak with the founder and CEO of KULA Causes, Gerrit McGowan, to learn more not only about the program, but also about an amazing campaign to help survivors of Sandy (which ran through the end of November, in partnership with JetBlue Airways.)
An economic development expert by trade, McGowan traveled the globe -- Africa, the Middle East, Asia -- doing development work, and then he had a "lighting-bolt moment."
"Companies have a huge incentive to leverage loyalty currency that can be tracked over time with consumers. And consumers have a huge passion to give back," McGowan observed. "So I explored this concept and how to make the two sides connect harmoniously for almost a year, with numerous corporate and nonprofit leaders, and KULA Causes came to be."
Here's a video that highlights why this social enterprise came about (and why the name "Kula" in Sanskrit means several positive things, including "a community of the heart.")
And it's also an incredible way to help Hurricane Sandy victims.
KULA Causes is partnered with JetBlue and Red Cross to help victims of Sandy. Photo courtesy of JetBlue
KULA Causes teamed up with JetBlue Airways Corporation, New York's Hometown Airline, to create a new giving platform, "jetbluegives.org," to help Hurricane Sandy relief efforts, alongside the American Red Cross.
- The website allowed JetBlue's loyal customers ("TrueBlue" members) and non-JetBlue loyalty members to instantly give to relief efforts in the form of cash donations.
It was promoted via social media channels (i.e. Facebook, Twitter) and via e-newsletters to JetBlue's loyal flyers; the platform raised100,000 in less than an hour of going live. JetBlue also matched those first100,000 in customer donations. The platform raised over $835,000 in donations!This is how KULA causes operate, on a larger scale. Although rewards and loyalty programs vary from company to company, consumers are familiar with the idea and how it works. They can now, with KULA Causes, take this "loyalty currency," and turn it into actual currency, and give it to any cause they choose, out of millions.
Kula has two new partnerships to make donating your points simple.
First, Milepoint members earn participation and "status points" within the community, for which they will receive a Milepoint Cares Giving Code, enabling them to make an impact towards over 2.5 million causes across the world.
The second is an ongoing partnership with JetBlue, launching on Dec 3, called "True Giving." The True Giving partnership (separate from the Sandy Relief efforts with JetBlue) will enable JetBlue's TrueBlue loyalty members to turn their points into direct cash donations to a charity of their choice.
You can turn rewards points, airlines miles, and other "loyalty perks" into cash for donations to your favorite cause with KULA Causes. Photo courtesy of KULA Causes
For non-profits, it's equally impressive. Right now, all 501(c)3's in databases such as GuideStar automatically have profiles, so people can give. And, KULA Causes lets non-profits enhance their profiles with things like social media contacts, logos, and more, for free.
If you want to be involved and help, you can learn more as a consumer, a non-profit, or a company providing rewards. Look at the KULA Causes site, and follow them on Facebook and Twitter @KULAcauses.
Amy Neumann is a social entrepreneur, writer, speaker and consultant on social good marketing. Check out her Charity Ideas Blog and follow her on Twitter @CharityIdeas. Amy is also Director of Public Relations for POGCO, the People's Oil and Gas Collaborative - Ohio, a grassroots organization focused on sustainability, regulatory, safety, and property rights issues in the oil and gas industry.
Our 2024 Coverage Needs You
It's Another Trump-Biden Showdown — And We Need Your Help
The Future Of Democracy Is At Stake
Our 2024 Coverage Needs You
Your Loyalty Means The World To Us
As Americans head to the polls in 2024, the very future of our country is at stake. At HuffPost, we believe that a free press is critical to creating well-informed voters. That's why our journalism is free for everyone, even though other newsrooms retreat behind expensive paywalls.
Our journalists will continue to cover the twists and turns during this historic presidential election. With your help, we'll bring you hard-hitting investigations, well-researched analysis and timely takes you can't find elsewhere. Reporting in this current political climate is a responsibility we do not take lightly, and we thank you for your support.
Contribute as little as $2 to keep our news free for all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
The 2024 election is heating up, and women's rights, health care, voting rights, and the very future of democracy are all at stake. Donald Trump will face Joe Biden in the most consequential vote of our time. And HuffPost will be there, covering every twist and turn. America's future hangs in the balance. Would you consider contributing to support our journalism and keep it free for all during this critical season?
HuffPost believes news should be accessible to everyone, regardless of their ability to pay for it. We rely on readers like you to help fund our work. Any contribution you can make — even as little as $2 — goes directly toward supporting the impactful journalism that we will continue to produce this year. Thank you for being part of our story.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
It's official: Donald Trump will face Joe Biden this fall in the presidential election. As we face the most consequential presidential election of our time, HuffPost is committed to bringing you up-to-date, accurate news about the 2024 race. While other outlets have retreated behind paywalls, you can trust our news will stay free.
But we can't do it without your help. Reader funding is one of the key ways we support our newsroom. Would you consider making a donation to help fund our news during this critical time? Your contributions are vital to supporting a free press.
Contribute as little as $2 to keep our journalism free and accessible to all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
As Americans head to the polls in 2024, the very future of our country is at stake. At HuffPost, we believe that a free press is critical to creating well-informed voters. That's why our journalism is free for everyone, even though other newsrooms retreat behind expensive paywalls.
Our journalists will continue to cover the twists and turns during this historic presidential election. With your help, we'll bring you hard-hitting investigations, well-researched analysis and timely takes you can't find elsewhere. Reporting in this current political climate is a responsibility we do not take lightly, and we thank you for your support.
Contribute as little as $2 to keep our news free for all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
Dear HuffPost Reader
Thank you for your past contribution to HuffPost. We are sincerely grateful for readers like you who help us ensure that we can keep our journalism free for everyone.
The stakes are high this year, and our 2024 coverage could use continued support. Would you consider becoming a regular HuffPost contributor?
Dear HuffPost Reader
Thank you for your past contribution to HuffPost. We are sincerely grateful for readers like you who help us ensure that we can keep our journalism free for everyone.
The stakes are high this year, and our 2024 coverage could use continued support. If circumstances have changed since you last contributed, we hope you'll consider contributing to HuffPost once more.
Support HuffPostAlready contributed? Log in to hide these messages.