In the wake of the multitude of appeals, the agency felt it right to stay away from the usual road to raise funds. The idea of asking members to donate their membership reward points, and not money, worked very well. We used mail, email and in-store communication to reach members of five different loyalty programmes run by Madura Garments. The idea was well appreciated by the client who spontaneously declared that Madura Garments would contribute an equivalent amount and donate the money to an established NGO working to rehabilitate Tsunami victims.

87% of the respondents contributed 100% of their reward points. In all, Rs. 250,000 was collected for the cause.