Microdonations: the easy way to be charitable through the electronic channels of ”la Caixa” Qorus Banking Innovation Awards 2015

”la Caixa” offers a new personalised donation system in which clients can configure their donations whenever they carry out a frequent operation with their card, like payment of purchases, withdrawing money from ATMs or topping up prepayment cards. Furthermore, clients can decide at any time if they want to change the amount, change the project they collaborate with, temporarily interrupt the donation or even choose the maximum amount to be donated each month. All this can be managed from an exclusive space in ”la Caixa” home banking. There was active participation in the launch of this service from Obra Social la Caixa, the banking services department, technology department, Usability, Legal, Security, Communication, Marketing and e-laCaixa, a subsidiary that manages the CaixaBank electronic channels. This initiative is joined by other ways to donate: one-time donations, regular donations and donations through Puntos Estrella (”la Caixa” loyalty program that gives clients points that can be exchanged for gifts or, in this case, for donations to charitable causes) Following the multichannel strategy, ”la Caixa” makes all the electronic channels available for making donations: home banking, lacaixa.es portal, mobile and ATMs. With this aim, we have also launched a Facebook App that allow users to discover different charitable projects, donate and share the project with their friends as a new way to support these projects. The service also provides an access from the web portal to non-clients, so they can make a direct donation.