AIR MILES unveils a new way for Canadians to give back

Jul 09, 2015, 08:16 ET from AIR MILES Reward Program

Collectors can now use AIR MILES® Cash Miles to donate to more than 86,000 registered charities in Canada

TORONTO, July 9, 2015 /CNW/ - Today, the AIR MILES® Reward Program unveiled a new way for Collectors to make a difference in communities across Canada, with a new option to turn Miles into charitable donations.

Collectors can now visit and use their Cash Miles for the causes that matter to them. Donations can be made in increments of $10 and Collectors have the flexibility of spreading their donation across multiple charities.

"At AIR MILES, we are dedicated to delivering new ways for our Collectors to experience all that our program has to offer, and to introduce new initiatives that matter to them," says Rachel MacQueen, Vice President, Marketing, AIR MILES Reward Program. "Cash Collectors will continue to enjoy the flexibility of using their Miles any way they like, be it at the grocery store, online and now, through charitable giving."

Canadians believe in charitable giving, with a majority (84%) saying they have donated in the last 12 months1. The number of charitable donations in Canada is also on the rise with an overwhelming majority (90%) of Canadians expecting to donate this year2.

"AIR MILES's new charitable program provides an innovative new way for Canadians to make a difference," said Karen Shaver, Interim President and CEO at Big Brothers Big Sisters of Canada. "Canadians have always donated generously, and for those who would like to give more, this is a great way to support Big Brothers Big Sisters of Canada."

"The generous support of AIR MILES collectors since 2009 has helped WWF-Canada achieve significant conservation goals for species and nature," said David Miller, President and CEO, WWF-Canada. "We are pleased to support the launch of this new program, enabling collectors to put their AIR MILES to work for nature."

To join the conversation, follow the hashtag: #AIRMILES4Change.

About the AIR MILES Reward Program:
Founded in 1992, the AIR MILES Reward Program is Canada's premier coalition loyalty program with more than 10 million active Collector accounts, representing approximately two-thirds of all Canadian households. The AIR MILES Reward Program allows Collectors to get reward miles simply by doing their everyday shopping at more than 240 leading brand-name Sponsors, representing thousands of retail and service locations across Canada and leading global brands online. The AIR MILES Reward Program also allows Collectors to indulge in more than 1,200 leisure, entertainment, merchandise, travel and a range of accredited, environmentally-friendly lifestyle rewards. With AIR MILES Cash, Collectors can also have the flexibility to instantly use their AIR MILES reward miles in-store towards many everyday and high value purchases like gas, grocery, drug store items and home improvement purchases at participating Sponsors.

About WWF Canada
WWF is creating solutions to the most serious conservation challenges facing our planet, helping people and nature thrive.

About Big Brothers Big Sisters
For more than one hundred years, Big Brothers Big Sisters has been making a positive difference in the lives of our nation's youth by developing and implementing a wide range of mentoring programs. Serving as role models, mentors teach by example the importance of giving and giving back, of staying in school, and of having respect for family peers and community. Big Brothers Big Sisters of Canada provides quality mentoring services for more than 42,000 children and teenagers. Big Brothers Big Sisters currently has over 37,000 volunteer mentors working at 117 agencies that serve children in over 1,100 municipalities across the country. Learn how you can start something at

1 Component of Statistics Canada Catalogue no. 11-008-X-Canadian Social Trends April 16, 2012

2 BMO Charitable Giving Poll November 2014