Going the Distance: Four Ways to Build a Better Customer Loyalty Program for Your Brand

It’s easy enough for a customer to join your loyalty program, especially when you’re offering an incentive such as discounts. All your customer has to do is give out some basic information, and voila! They’re in the fold, a brand new loyalty member with your company. From there, it’s happily ever after. You offer the perks; they stand solidly by you, bringing you their continued business. Simple. Or is it? In reality, just how many of those customers are act ively participating in your loyalty program? Do you know? Sure, loyalty program memberships are on the rise according to market research company eMarketer, having jumped 25 percent in the space of just two years. However, that figure may be a bit misleading. The truth is that, while loyalty program sign-ups may be more numerous, active participation in such programs is actually in decline. At the time of the study, the average US household had memberships in 29 loyalty programs; yet consumers were only active in 12 of those. That’s just 41 percent. And even that meager figure represents a drop of 2 percentage points per year over each of the preceding four years, according to a study by loyalty-marketing research company COLLOQUY.

When discounts just aren’t enough

So what’s a brand to do? How can you make your loyalty program worth your customer’s while—as well as your own? After all, gaining a new loyalty member doesn’t mean much if your customer isn’t actively participating in your program. Consider this: Does your customer loyalty program offer members anything different from what your competitors are offering? Chances are your program includes discounts. That’s a given. And what customer doesn’t appreciate a good discount? But when every other company out there is providing this staple benefit in comparable amounts, it becomes less and less likely that customers will remain loyal to any one particular brand. Frankly, it’s all too easy for customers to get lost in a sea of loyalty member discounts. They’re everywhere. In fact, just under half of internet users perceive that all rewards programs are alike, according to a 2015 eMarketer survey. The key to success, then, is to differentiate your business from the crowd. If you can offer your customers something unique and valuable beyond the usual discount, chances are they’ll be more likely to stick with your brand. Here’s some inspiration from companies who get it.

Virgin: Reward more purchases with more benefits.

That’s not to say you need to get rid of discounts entirely. In fact, nothing could be further from the truth. Customers still love a good discount. The goal is to be creative in terms of the loyalty perks you offer. Take the Virgin Atlantic Flying Club, for example. As part of its loyalty program, the airline allows members to earn miles and tier points. Members are inducted at the Club Red tier, from which they can move up to Club Silver and then Club Gold. Here, it’s not just a discount. It’s status. And people respond to feeling important, elite. Still, even where the rewards themselves are concerned, Virgin is motivating loyalty customers with some pretty attractive offers. At the Club Red tier, members earn flight miles and receive discounts on rental cars, airport parking, hotels and holiday flights. But as members rise in tiers, they get even more. At the Club Silver tier, members earn 50 percent more points on flights, access to expedited check-in, and priority standby seating. And once they reach the top, Club Gold members receive double miles, priority boarding and access to exclusive clubhouses where they can get a drink or a massage before their flight. Now that’s some serious incentive to keep coming back for more. Discounts are still part of the equation – but they are designed with innovation and personal value in mind, elevating them to more than just savings.

Amazon Prime: Pay upfront and become a VIP.

What if your customers only had to pay a one-time upfront fee to get a year’s worth of substantial benefits? It may not sound like the smartest business idea at first glance. But take a closer look. Amazon Prime users pay a nominal $99 a year to gain free, two-day shipping on millions of products with no minimum purchase. And that’s just one benefit of going Prime. It’s true that Amazon loses $1-2 billion a year on Prime. This comes as no surprise given the incredible value the program offers. But get this: Amazon makes up for its losses in markedly higher transaction frequency. Specifically, Prime members spend an average of $1,500 a year on Amazon.com, compared with $625 spent by non-Prime users, a ccording to a 2015 report from Consumer Intelligence Research Partners.

Patagonia: Cater to customer values.

Sometimes, the draw for consumers isn’t saving money or getting a great deal. The eco-friendly outdoor clothing company Patagonia figured this out back in 2011, when it partnered with eBay to launch its Common Threads Initiative: a program that allows customers to resell their used Patagonia clothing via the company’s website. Why is this program important to customers? And how does it benefit Patagonia? The company’s brand embraces environmental and social responsibility, so it was only fitting that they create a platform for essentially recycling old clothing rather than merely throwing it away. The Common Threads Initiative helps Patagonia build a memorable brand and fierce loyalty by offering its customers a cause that aligns with deep personal values. OK, so their customers get to make a little money, too. Everybody wins.

American Airlines: Gamify your loyalty program.

If you’re going to offer your customers a loyalty program, why not make it f un? After all, engagement is key to building a strong relationship with your customer. And what better way to achieve that goal than making a game of it. American Airlines had this very thing in mind when it created its AAdvantage Passport Challenge following its merger with USAirways. The goal: find a new way to engage customers as big changes were underway. Using a custom Facebook application, American Airlines created a virtual passport to increase brand awareness while offering members a chance to earn bonus points. Customers earned these rewards through a variety of game-like activities, from answering trivia questions to tracking travel through a personalized dashboard. In the end, participants earned more than 70 percent more stamps than expected – and the airline saw a ROI of more than 500 percent. The takeaway: people like games.

Stand out from the crowd.

Your approach to your customer loyalty program should align with your overall marketing approach. Effective branding is about standing out, not blending it. Being memorable is key. To this end, keep in mind that loyalty programs are no longer a novelty. That means that yesterday’s strategies won’t work moving forward, so look for ways to rise above the noise, setting yourself apart from the cloying drone of countless other cookie-cutter programs.

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Designed to Inspire: A Showcase of Powerful Nonprofit Donation Pages

For most nonprofit organizations, donations are their lifeline. Raising awareness for the cause is important, but it's contributions from the public that keep the lights on and provide the fuel to fulfill their mission. Good website design is crucial for any business competing in today's marketplace, and nonprofits are no exception. The design of a donation page can make or break a potential contributor's decision regarding whether or not to give to an organization and, if so, how much. Here are four examples of simply but powerfully designed donation pages that connect with donors to keep the coffers full.

American Red Cross

The donation page for the American Red Cross shines in its simplicity. While the scope and depth of the organization's work is far-reaching, they make the process of supporting their efforts very straightforward. All too often, nonprofits give donors many different ways to give in hopes of catering to their personal preferences. However, this can actually have the opposite of the intended effect by muddying the mission or overwhelming potential contributors with too many choices. The Red Cross succeeds by taking a different approach: they streamline their many diverse efforts into four giving categories (Greatest Need, Disaster Relief, Local Chapter and African Drought) to make the choice to give clear cut and simple. They also leave the door open for those who might be interested in other options with a separate traffic funnel in the right-hand sidebar area. With so many organizations competing for donor dollars, it's critical to present options that are easy to grasp, resonate with contributors and provide strong motivation to give.

Salvation Army

The Salvation Army’s donation process epitomizes ease of use, a trait that goes hand-in-hand with providing straightforward giving options. The layout of the page is simple but highly effective, with eye-caching images that are not only visually appealing but provide strong navigational cues directing visitors to three simple but distinctive giving paths: monetary donations, a customized gift or gifts in kind. Again, if the user desires, there are more nuanced options available as well. But keeping the most popular options front and center is a great way to draw in first-time donors.

Compassion International

Emotional engagement is key to drawing in potential supporters. The donation page for Compassion International does a great job of making that emotional connection on a couple of different levels. First, the giving options are presented strategically in terms of the types of needs that potential donors can help the organization to meet. The wording of these needs (i.e., “Highly Vulnerable Children,” “Disaster Relief,” “Child Survival Program,” etc.) conveys a tangible sense of immediacy to engage visitors right away. Second, areas of most immediate need are flagged with red exclamation points. This subtle but effective visual detail attaches an added sense of urgency to these options.

Come&Live!

Come&Live! is a nonprofit ministry focused on supporting musicians and the arts community. Their online donation process is strikingly simple. It begins with a call to action on the home page that's as straightforward as it gets: “Donate. We Need Your Help.” When visitors click on this banner, they're taken straight to the donation page, which consists of one brief form. Designate the amount of the gift, fill out the necessary personal information and you’re done.

Keep it simple and powerful

The task of raising the funds needed to sustain any nonprofit is no easy task, but a well-designed donation page can greatly multiply the efforts of your human resources. And as these four examples show, the best, most effective approach is almost always the most simple and straightforward, keeping the primary focus on making a strong emotional connection between your mission and the passion of potential donors.

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The "No Duhs" of Social Media

Ah social media. The latest golden goose to grace our world with promises of untold riches, a slimmer waistline and the perfect tan. The one every girl wants to go home with and every dude wants to be. The prom queen, the rock star and the cult leader all in one. Getting the picture yet? If you listen to the hype, social media is the answer to all that ails you and your company. It will increase your sales, touches and impressions by 800%...if only we could figure out how it all works. Truth be told, so much of what’s happening in social media is simply the infiltration of the same sheisty individuals who have previously occupied the world of infomercials and used car lots. If I had a dollar for every time that a “social media expert” followed me on Twitter, I wouldn’t have written this article, since I’d be chilling in Hawaii as the youngest retiree in the islands. But I’m not, so here we are. Given the omnipresence of social media these days, surely there’s something to it, right? The answer is yes, but it’s often light-years away from the hype and hyperbole. So how do you drill down to the real benefits of social media? You get back to basics. Hence the “no duhs.” There aren’t any quick fixes to make social media work for you. That’s why I don’t consider myself an expert in the field. I’m a social media grunt. I get in the trenches and get the work done, and that’s ultimately where you’ll find success. Without any further ado, the “no duhs” of your social media strategy:

Know your purpose

Before you ever set foot in the shared space of social media, you absolutely have to establish why you’re doing it:

• What’s brought you to this point?
• Do you have a specific product or line of products that you’re trying to sell?
• What’s your brand?
• What’s your mission statement?
• How have you presented yourself in other media up to this point?
• What do you expect to achieve?

Get the idea? Before you spin your wheels creating a Facebook page, setting up a Twitter account, broadcasting via a YouTube channel or utilizing whatever else pops up on the scene in the future, you need to have a good grasp of what you or your company hopes to accomplish. Define your expectations before you take the plunge.

Learn the platforms

Not all social media outlets are created equal. This may be the biggest “no duh” statement of all, but you can’t do the same things on Facebook that you can do on Twitter. You can’t run a YouTube channel the same way you create a music profile on MySpace. Do your homework. Each of these sites is like visiting a new country, or at least driving across the border to a new state. Each one does things just a little bit differently. Not all social media outlets are created equal.For example, I love good southern barbecue. For those of you who know BBQ, you know that I just made a sweeping generalization. What kind of southern BBQ? North Carolina or Kentucky? Western Carolina or Eastern Carolina? The same is true of social media. There are shades and variations of capabilities and opportunities, so you have to know what you’re dealing with before you can properly engage. Learn the culture of each of the various social media platforms. This will help you make good decisions about where to make your presence known and give you the understanding to make your efforts more effective. Facebook might be a great place for you to create a page about your products or services, while Twitter could be a waste of your time unless you have solid, regular bites of news and information to share.

Know your audience

This goes hand-in-hand with familiarizing yourself with the social media platforms and knowing your purpose. In the same way that you need to learn the culture, you also need to learn the language. When I moved to France as a teenager, it was one thing to pick up on the fact that there was a good bus system (culture) but quite another to figure out how to purchase tickets to ride across town (language). Learn who your audience is and how they communicate. Don’t assume that they’ll understand the jargon that you and your coworkers use to discuss your products or services. If you try using that lingo without some form of translation, you’ll end up alienating the very people you want to reach.

Be authentic

Of all the “no duhs,” this is probably the most self-explanatory. Just be real. Be real about your identity as a representative of a company; be real about the products and services that you provide. Don’t oversell or overhype who you are and what you offer. People can see through that, especially in the world of social media. It’s generally very easy to pick up on who’s legit and who’s not.

Be patient

This really gets back to the root of setting expectations. Unless you’re marketing the next iPhone or the next search engine (and good luck with that if you are), chances are you’re not going to have thousands or millions of people beating a path to become your fan on Facebook. It’ll take time for your company ad to get some traction on YouTube. Growing your Twitter following won’t happen overnight, unless you’re Ashton Kutcher. And honestly, does the world need another Ashton? Be realistic, and let your presence on these sites develop organically. Much like the language/country analogy, it takes time to get acclimated to a new culture and to become more effective at communicating according to the social norms of that culture.

Have fun

Admittedly, this final ”no duh” might seem a little goofy. But let’s be honest. Any time someone comes in with plans to formalize a previously underground environment (i.e. big business entering the world of Facebook), there can be a vibe of killing the party. Social media has taken over our lives for one very good reason: It’s fun! Take the time to invest in the lives of others.It’s fun to play silly games that measure your brain capacity versus your friends’. It’s fun to discover a new band or movie that your friends haven't heard about yet. It’s fun to retweet a good joke from a comedian you like. It’s fun (usually) to reconnect with old friends after years of being out of touch. Social media is, at heart, social. It’s meant to connect people. We form and build relationships (whether in person or online) because it brings joy and meaning to our lives, so don’t let the business of doing business via social networking sites rob you of that. Take the time to invest in the lives of others, and the riches that you reap will be far greater than can be measured in balance sheets and ROI calculations. By the way, if you’re just not a very social person, that’s all well and good. But maybe you shouldn’t be the one managing your company’s social media efforts. Seek out those who truly enjoy the medium, and allow them the time and space to explore the various “countries” of social media. Let them learn the languages and the cultures that go with each. Final word? A successful social media strategy depends on good old-fashioned hard work and common sense. Stay alert, and stay engaged.

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