Asda has announced a new initiative that will see millions of pounds donated to UK primary schools.
The supermarket's loyalty programme, Asda Rewards, is now offering customers the chance to raise money for their chosen school simply by shopping.
The campaign, fronted by fitness influencer Joe Wicks, will see Asda donate 0.5% of the value of every shop made using Asda Rewards until 30 November 2024 to the customer's selected primary school.
To kickstart the fundraising, each school will receive an initial £50 ($65.71), and Asda will add an extra £1 for every customer who chooses that school.
The company said this approach is a first for the loyalty market, allowing users to directly support their local school without affecting their own Cashpot earnings.
Asda Rewards, which launched in 2022, has already gained more than six million weekly users and has distributed over £525m in Cashpot rewards.
“We know that 87% of families are asked to contribute to their primary school to support funding - with some families contributing up to £138 per year, which is a significant sum when budgets remain tight," said David Hills, Asda's chief customer officer.
“The power of Asda Rewards means we can create a route for them to donate directly to their school, simply by doing their normal shopping with Asda and benefiting from the great value we offer every day, as well as topping up their own Cashpot. It’s a game-changing initiative for schools and a win-win for customers.”
Asda has partnered with the charity Parentkind to ensure that all state-funded primary schools in the UK can benefit from the campaign.
Specifically, Parentkind is verifying school bank details to guarantee that the donated funds are used effectively.
Cashpot for Schools is the latest addition to Asda Rewards' innovative campaigns.
Previous successes include the Christmas Saver mechanic and the Rewards Baby Club.
Asda has also partnered with Blue Light Card, offering 5% cashback to eligible cardholders, including teachers.
By introducing Cashpot for Schools, Asda aims to further strengthen its relationship with customers and provide them with a meaningful way to give back to their communities.
