Vesdia signs with school charity scheme

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By: Wise Marketer Staff |

Posted on November 15, 2005

Following successes with other similar schemes, Vesdia Corporation has been appointed to manage a the 'Schoolpop' shopper loyalty programme which allows shoppers and retailers to provide financial support for local schools through everyday purchases.

Apart from Vesdia being chosen to manage the Schoolpop programme, the company has also acquired a significant equity interest in the US-based scheme. Schoolpop is a nationwide fundraising programme which allows parents and other supporters to earn money for local schools through rebates awarded by participating retailers for everyday spending. The programme's rebates also extend to online sales and catalogue sales.

Marketing focus
Vesdia will manage the Schoolpop programme, bringing technology enhancements, new programme features, and an expansion of the programme's existing merchant partners. Stephen Avalone, Schoolpop's CEO, said: "Expanding our merchant partner network is a key objective. Vesdia's focus on managing private-label loyalty programmes will help us improve the quality of our programme while eliminating redundant costs. Moreover, this partnership will let us focus on our core competency: marketing and selling the programme into schools."

Lucrative demographic
Participating merchants expect to build customer loyalty among a highly coveted demographic (that is, families with school-aged children) that typically spends up to 38% more on consumer products than households without school-aged children (according to the US National Retail Federation). And according to Vesdia, merchants that offer rebates through such programmes tend to see shopper spending increase by an average of 25%.

Thousands of schools and non-profit organisations have enrolled in Schoolpop since its launch in 1999. Parents and supporters can shop with brand-name merchants such as Eddie Bauer,, and, providing a continuing stream of revenue year-round, and supplementing the heavy seasonal aspect of traditional fundraising programmes.

Peter Davis, Vesdia's president and CEO, commented: "We believe this partnership also provides increased value to our current merchant partners, who want to strengthen loyalty with growing families and give back to the community."

New coalition
Vesdia's current integration plan calls for migration of the Schoolpop programme to its proprietary technology platform. It is also planned to merge Schoolpop and FundraiserRewards' merchant networks, creating a single loyalty-based coalition of retailers and service providers.

Credit cards
Schoolpop will also offer a new credit card, allowing members to earn even more toward local schools (through a 1% rebate on net purchases, and additional rebates on purchases made within the expanded merchant network).

For additional information:
·  Visit Vesdia at
·  Visit Schoolpop at