A town centre is much more than shops and there is value in fostering goodwill amongst local communities and many other stakeholders by supporting charitable activity. Many town centre partnerships have local charities amongst their members and may select a specific one to support each year. This can be done by giving the selected charity exclusive rights to collect donations amongst the crowd who attend a big event like the Christmas Lights Switch-on.
A way of directly linking customer spend to charitable donations is through a loyalty card system whereby a small percentage of revenue is earmarked for a cause of the town’s choosing. Reward Your World is one example of a company trying to make spending in town centres give back to charities.