Effective Loyalty Fundraising
For Sports Clubs & Charities
Loyalty fundraising blends traditional giving with modern rewards, creating innovative ways for charities to connect with their supporters. By offering incentives like discounts, exclusive experiences, or partnerships, charities can build stronger bonds and sustainable income streams. This method is growing in New Zealand and Australia, presenting exciting possibilities for both supporters and organisations.
What is Loyalty Fundraising?
Loyalty fundraising is about more than asking for help. It’s a strategy where supporters are rewarded for their contributions, creating a win-win situation. By giving value back to supporters, charities and clubs foster deeper engagement and long-term relationships. This approach aligns perfectly with today’s expectations, where contributors look for meaningful and practical ways to make an impact.
Models of Loyalty Fundraising
There are various ways to implement loyalty fundraising, as highlighted below. At Incentive Solutions, we work with clients to deliver Saving and Winning programmes to their supporters as we believe these promotions offer the best returns.
1. Saving and Winning Programmes
A unique and compelling model uses fundraising campaigns that combine rewards, discounts, and prize opportunities.
At Incentive Solutions, we offer supporters a choice of hundreds of great online offers from a wide range of businesses and brands – each offer includes a financial reward that goes to the purchaser’s Supporter Loyalty account. Supporters simply redeem these cash-back rewards by spending/donating them to their chosen club or charity, perhaps giving a percentage donation each month and/or redeeming their rewards for club membership or exclusive club merchandise, or for other offers that come from brands within their programme.
Richmond AFL Club in Melbourne offers several tiers of rewards based on its membership tiers. Club members subscribe to a membership tier and are then offered additional, more unique/prized opportunities to become a patron. Each level delivers the supporter additional benefits. Depending on their level of financial support, then rewards can be money-can’t-buy offers and various forms of VIP treatment.
New Zealand Wheelchair Rugby exemplifies this model with its “Support, Save, and Win” programme.
- How it works
Supporters of the Wheel Blacks buy $20 entries that qualify them for discounted movie tickets and a chance to go in the draw to win up to $250,000 in cash. Funds raised go directly to essential areas such as athlete development, equipment, international travel, and grassroots programmes. - Impact
Funds raised helped the Wheel Blacks return to the Paralympic Games after a 12-year absence. This milestone proves the effectiveness of such innovative approaches for achieving ambitious objectives.
2. Discounts Through Partnerships
Organisations partner with businesses to provide supporters with discounts on products or services. A percentage of every sale is then directed toward the organisation.
For example, a mental health organisation might collaborate with wellness brands. Supporters buying items enjoy discounts while contributing to critical mental health programmes.
Example
A cancer research charity in Australia worked with hotel chains to provide reduced room rates for their supporters. Both the charity and its supporters benefited, while participating businesses gained positive visibility through the partnership.
3. Subscription-Based Models
With this option, supporters pay a regular monthly or yearly fee. Subscribers receive added value, such as discounts, curated experiences, or exclusive rewards. More than simply club memberships, these options often take the form of becoming a club or charity patron.
For sports clubs, this can include options like:
- Meet the Players
- Behind the Scenes Access
- Seats in the Owners Box
- Discounts on Branded Merchandise
- Exclusive Merchandise not available to members
- VIP Treatment / Access to Exclusive Dinners
- Early Access Tickets
- Access to Meeting Rooms /Event Spaces
Example
The World Wildlife Fund offers an “Adopt an Animal” programme. Donors commit to recurring contributions and receive plush toys, certificates, and updates on the animals they’re supporting. This approach strengthens the emotional tie between the supporter and the cause.
4. Round Up Donations
Supporters link their credit or debit cards to the charity. Each time they shop, their transaction is rounded up to the nearest dollar, and the difference is automatically donated. Although we don’t facilitate these at Incentive Solutions, we can point you in the right direction.
For example, a supporter buys a coffee for $4.50. Their purchase rounds up to $5, and $0.50 is donated to the charity. The process is seamless, requiring no extra effort from the supporter while ensuring small, frequent contributions.
Real-Life Success
The charity “Pennies” in the UK uses this model, enabling micro-donations at point-of-sale. Their efforts raised over £25 million by turning spare change into meaningful support for various causes.
What are you waiting for?
Still not sure?
The Benefits of Loyalty Fundraising
Loyalty fundraising has proven to be an effective, sustainable approach.
From steady funding to engaged supporters, the advantages are clear to see.
Steady Income Streams
Models like subscriptions or round-ups create consistent funding, supporting long-term planning.
Modern Donor Engagement
Tangible rewards and experiences build strong relationships between charities and supporters.
Wider Appeal
Innovative models attract younger supporters accustomed to digital-first, reward-based solutions.
Proven Results in New Zealand and Australia
- Breast Cancer Support NZ offers monthly supporters exclusive content, fostering a sense of community while ensuring continued support.
- Surf Life Saving Australia partners with retailers to provide supporter-exclusive discounts, funding essential rescue equipment and training while enhancing supporter satisfaction.
Learn how our Loyalty Fundraising
Progammes can work for you
Enquire Now
If you’re looking to supercharge your fundraising efforts and implement a loyalty programme that delivers real results, Incentive Solutions is here to help. With proven expertise in designing and managing loyalty-based fundraising initiatives, our team will collaborate with you to craft a strategy tailored to your organisation’s unique goals.
Whether you’re a sports club, charity, or community group, we provide the tools, resources, and guidance you need to maximise your impact and build sustainable revenue streams.
Don’t wait—contact Incentive Solutions today at +64 (09) 306 6070 or fill up our enquiry form and take your fundraising to the next level!