Let's make good things happen to good people.
To keep attrition in check, we needed to keep Card Members engaged. So we got people loving their Card by bringing humanity to the plastic. We started a movement where people nominate a selfless person and suggest the best way for the Delta SkyMiles Card to gift them back for all they do.
It was all good on the results front, too.
To date, #thegiftbackproject has received thousands of nominations and millions of impressions. Most importantly, Card Member attrition stayed well below industry average.