Outside Business Journal

KEEN Adds 300K Opportunities to New Customer Loyalty Program That Rewards Good Deeds

The footwear brand has greatly expanded its KEEN Corps program, which rewards customers for volunteering and donating to charities

Jiakai Chang

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Global footwear brand KEEN this week announced a partnership with Points of Light (POL), an international community-service organization that connects people with 70,000 nonprofits, schools, and local agencies around the world for volunteer work.

Starting this month, KEEN is incorporating POS’s database of over 300,000 community service opportunities into its KEEN Corps loyalty program. First announced in September, the program rewards customers not just for making purchases, but also for doing good deeds like community service and donating to charity. 

“We don’t think of ourselves as a company that’s just out there selling stuff,” says Erik Burbank, vice president of The KEEN Effect, the brand’s grant-making program. “We think of ourselves as a value-driven brand that wants to do good in the world, and we want to leverage the shared values we have between us and our fans.”

Those shared values seem to be helping. Over 11,000 people have signed up for KEEN Corps since its September launch. To date, those volunteers have logged over 6,000 service hours, supporting close to 400 service organizations in just two months.

This holiday season, KEEN is focused on supporting food banks around the country. With the Points of Light database now integrated into KEEN’s website, customers will be able to easily find opportunities nearby.

“Working with Points of Light allows us to provide our fans and members of the KEEN Corps with the world’s largest volunteering opportunity hub,” Burbank says. 

For any outdoor brand interested in adopting a value-driven initiative like KEEN Corps, Burbank says he’s more than willing to offer his perspective and advice.

“I’d be excited to get on the phone with any company that wants to do the same thing with their fans,” he says. “The more good we do collectively, the better off we all are.”

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