The South African fundraising programme made it onto a shortlist of 200 programmes from 20 different countries, with more than 80 leading brand names in the running for awards. It was also shortlisted in two other categories - 'Best Loyalty Programme of the Year: Retail Non-Food' and 'Best Card Based Loyalty Programme'.
"Two of its initiatives were shortlisted in this particular category and we came out on top against six other finalists, including programmes from Turkcell, the leading mobile phone operator of Turkey, Coop, the largest supermarket chain in Italy and Pets at Home, the UK's largest pet shop," says Helene Brand, MySchool MyVillage MyPlanet marketing manager, who attended the awards ceremony.
The awards began in 2012, recognising excellence, innovation and best practice in the loyalty industry across Europe and the Middle East.
"For the programme to receive international recognition is testament to the impact it has had and an example of how ordinary citizens and retailers can jointly contribute significantly to society at large," says Pieter Twine, the loyalty programme's GM.
With over 730 000 cardholders and growing, it is one of South Africa's biggest multi-partner community support programmes and includes national retailers such as Woolworths, Engen, Waltons and kalahari.com amongst numerous others.
The programme raised more than R36 million last year for over 10 000 beneficiaries, covering the full spectrum of schools, charities, environmental and animal welfare organisations and currently gives back on average R3 million every month.
Apart from current beneficiaries and schools receiving funds monthly, it also makes regular standalone donations and is involved in a number of fund raising partnerships. Through the 'Smile for Life' campaign during the 2012 festive season, the programme and Woolworths raised R500 000 for Operation Smile so that 100 life changing operations will be conducted this year for children born with cleft palates and cleft lips. Recently it donated R70 000 via its Thuso fund to Biblionef so that five rural schools in three provinces can receive brand new storybooks in home languages.
