From this week, Morrisons More Card holders can donate loyalty points to Marie Curie, helping to fund expert end of life care across the UK.  The new feature was launched after feedback from Morrisons’ customers and colleagues that they wanted to be able to put their points towards charitable causes.

Customers will be able to donate their More Card Points to Marie Curie in multiples of 1,000, which equates to the value of £1, through the More Card app or website.  Each donation will be converted into a monetary value and transferred to Marie Curie on behalf of the customer. Morrisons has also built flexibility in the donations, allowing customers to contribute as many points or pounds as they wish, while also having the option to switch back to saving points to spend in-store or online. 

Morrisons is currently five months into its three-year national charity partnership with Marie Curie, and has already surpassed £1 million in fundraising.

“Today’s news marks a meaningful evolution in the Morrisons More Card loyalty programme and follows feedback from customers who want their everyday shopping to make a difference to a great charity,” David Scott, Corporate Affairs Director at Morrisons, said. “Whether our customers choose to spend their points or donate them, every transaction now has the potential to support families facing terminal illness.”

“Every pound donated helps ensure more people can access the expert care and compassion they need at the end of life,” Matthew Reed, Chief Executive at Marie Curie, added. We’re proud to be partnering with Morrisons in this innovative way and look forward to seeing the impact of this new loyalty feature across the communities we serve.”

Last month, Morrisons launched More loyalty on qcommerce platform, Deliveroo, marking the first delivery app to integrate with the retailer’s loyalty scheme and allowing customers to collect points on orders made on the Deliveroo platform.