Marketing: LevelUp Adds Donation Capabilities to its Payment System

• LevelUp is a traffic generator, as well as a loyalty and m-payment service relying on “credits” attributed by retailers to be used for upcoming purchases. A new feature called “Causes” has just been added to include donations to its programme.

• LevelUp users will be able to donate part of their “credits” to charity automatically.

• Users can configure the app and specify a percentage to be credited to the organisations they picked from a pre-set list of partners.

• LevelUp has already enrolled several US-based partner organisations sustaining various humanitarian and political causes.

Source: Press release

• The charity giving feature is embedded in LevelUp’s marketing strategy to encourage people to use this payment method more; the feature is associated with a merchant-subsidised traffic generation and loyalty programme. Payments themselves are however not charged on merchants.

• LevelUp now gathers nearly 3,000 partners in eight US towns; about 200,000 users make purchases and rely on its rewards programme.

• Each month, roughly two million dollars are spent through LevelUp.