With over 6M loyalty members in the United States already, H&M wanted to increase purchasing without offering yet another discount.
To activate current loyalty members (& attract new ones), they offered a $10 Givz donation incentive to loyalty members who spent at least $60.
H&M Loyalty members who spent at least $60 received $10 to support a charity of their choice. Unlike a discount or sale, customers completed full-price purchases.
H&M in return, completed $10 donations to the charities their customers care about most.
30%+ open rates on emails offering Givz donation incentives.
15% of Givz donation incentive recipients completed their donation compared to industry benchmark of just over 2% conversions from email [source].
85% cost savings versus traditional discount offer.
Across their two initiatives H&M featured some wonderful charitable organizations who received significant support from H&M customers. In addition to the featured charities, customers used the Givz search bar to access our database of charitable organizations (1.5M+ at the time). This was particularly impactful as customers around the country supported local organizations providing COVID-19 relief efforts within their respective communities.