Morrisons has announced a significant update to its More Card loyalty scheme, allowing customers to donate their accumulated points to the charity Marie Curie, effective today, April 14, 2025. This new feature enables More Card holders to convert their loyalty points into monetary donations, facilitating support for end-of-life care across the UK.
From today, customers can donate their points in multiples of 1,000, equivalent to a £1 donation, through the More Card App or the More website. This initiative comes as a response to requests from both customers and staff who wanted the option to contribute to a charitable cause while benefiting from the supermarket's loyalty program.
Posting on social media, Morrisons expressed their enthusiasm for the new feature, stating, "We're excited to announce that you can now donate your More Card Points to @Marie Curie." This development follows the supermarket's previous announcement that it had already raised £1 million for Marie Curie, just five months into a three-year partnership aimed at raising a total of £15 million by October 2027.
David Scott, Corporate Affairs Director at Morrisons, commented on the initiative, saying, "We are delighted to see this next step in our partnership with Marie Curie which builds on £1 million already raised thanks to our incredible colleagues and customers. 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." He emphasized that customers now have the flexibility to choose whether to spend their points or donate them, with every transaction having the potential to support families facing terminal illness.
Matthew Reed, Chief Executive at Marie Curie, highlighted the importance of the donations, stating, "Every pound donated helps ensure more people can access the expert care and compassion they need at the end of life. 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." This partnership aims to enhance the support offered to those living with terminal illnesses and their families.
The More Card loyalty scheme allows customers to earn five More Points for every product purchased, whether in-store or online, including groceries ordered from Amazon and Deliveroo. Once a customer accumulates 5,000 points, they receive a Morrisons Fiver, which can be redeemed in future shopping. This new donation option adds a philanthropic dimension to the loyalty program, enabling customers to make a positive impact while shopping.
Morrisons has made significant strides in its community engagement through this partnership with Marie Curie. The funds raised will be utilized to provide more nurses and expert care in local communities, enhance Marie Curie hospices in the UK, and create 'moments that matter' for people at the end of life. This initiative reflects a growing trend among supermarkets to integrate charitable giving into their loyalty programs, allowing customers to contribute to causes they care about.
In addition to the new donation feature, Morrisons is also navigating operational challenges, including the closure of 289 shops across England and Wales on Easter Sunday due to government regulations affecting larger supermarkets. Despite these challenges, the supermarket's commitment to community support remains strong.
Overall, the introduction of the donation feature in the Morrisons More Card loyalty scheme not only enhances customer engagement but also reinforces the supermarket's commitment to social responsibility. As customers continue to shop and earn points, they now have the unique opportunity to make a difference in the lives of those facing terminal illnesses.
