Doing It Right

Five steps to a successful debit-card incentive program

1. Communication. Communication. Communication.

   Just because debit-card programs may be easy to implement does not mean that they will run themselves. Make sure that all eligible staff members are invested in the program up front by explaining the goals and objectives clearly, and ensuring that everyone knows how the awards will be delivered. This can be done via a kickoff meeting with management presenting the program, via a companywide newsletter, and/or through the company's intranet. Make sure that winners receive recognition for their efforts by keeping supervisors in the loop about wins in their department. Continually market and promote the program internally to keep the excitement level and participation high.

2. Don't Get Stuck With Expired Cards.

   Ask questions about the card before you issue it to save everyone a lot of hassles. Find out if the card expires or decreases in value over time. Some cards will deduct a nominal fee each year; others never expire. In addition, it is important to find out if a recipient will be able to use the card to buy things over the Internet or if the card is only redeemable in brick-and-mortar stores.

3. Steer Clear of ATMs.

   Many debit-card programs allow the company to authorize the card to be redeemed for cash at an ATM. Most incentive pros warn against this option, as it monetizes the award and can further diminish the trophy value of the program.

4. Filter Carefully.

   Consider a filtered card that prohibits recipients from using the debit card to purchase low-value items such as groceries and gas or to pay bills. However, make sure that an up-to-date list of approved retailers is distributed to participants at the start of the program and is available online.

5. Make It Memorable.

   Presentation goes a long way in incentive programs, and debit cards are no exception. Package the card to reflect the theme of the program, or have your company logo put on the face of the card. Present the cards to recipients in front of their peers at a special awards dinner, or accompanied by a personal letter from the company's CEO.

MaryAnne Kanacki, CMP, of Summit, N.J.-based The Westfield Group, suggests including a special gift with the debit card to make the award more special. “We did a recognition program for a client where people were individually recognized at the end of the year with a $2,000 filtered debit card and a piece of crystal from Tiffany's with their name on it,” she says. “I can't tell you how much that personalized gift meant to those recipients. They just loved it.”

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