Today we’re launching True Giving, a unique enhancement to our TrueBlue customer loyalty program that provides members with an alternate way to use their TrueBlue points. TrueBlue customers now have the choice to redeem their points for future travel or donate them to benefit others. Points can be donated locally or globally to more than 2.5 million causes in the True Giving database which is powered by KULA Causes, Inc.
During the season of giving, we’ll match all customer donations made through this program, up to $25,000, from December 10 – 17, 2012. TrueBlue members can donate points at Truegiving.jetblue.com.
Caring and passion, two of our core values, are the motivation for True Giving. We partnered with KULA Causes, Inc., the world’s largest online giving platform to create the True Giving program providing our customers with a choice in their charitable efforts. We proudly support a number of national non-profits on a corporate level including Carbonfund.org, DoSomething.org, KaBOOM!, and FirstBook. Customers can make donations to the charity of their choice by entering a charity name, a keyword or selecting the regions and countries or local causes of interest. Donations are made in increments of points; transaction fees apply. Customer donations can be applied to categories specific to each charity including development, training, advocacy, etc. Once the donation is completed, a receipt is emailed to the customer from Kula Causes.
True Giving is an evergreen donation program and it follows our most recent donation campaign for Hurricane Sandy relief efforts. Throughout the month of November, we quickly mobilized to engage customers and TrueBlue members to raise funds for the Red Cross. In one month, customers donated more than $835,000. The donation site, also powered by KULA Causes, provided the platform for customers to donate directly to relief efforts right in their local communities in the New York tri-state area. For every one dollar donated via the site, TrueBlue members received six TrueBlue points in return. Through this transactional giving program, our loyal customers became donors and brand advocates providing much needed, time sensitive charitable donations.