Founder's Story: Executive Interview with Andy Choi
Wise Marketer (WM): Who is Andy Choi? What is the background of his loyalty?
Andy Choi (AC): I'm the CEO and founder of Do Good Points, a loyalty program for doing good. My loyalty background is primarily in the travel field. I am Director of Business Development and Partnerships for Loyalty Programs at Dynata, where I have worked with some of the largest loyalty companies, from traditional travel brands like American Airlines and United Airlines to retail brands like Best Buy. Ta.
My work included market research, surveys, email, performance marketing campaigns, and oversight of other digital assets including a mobile gaming performance network with over 25 million monthly active users. My experience in loyalty revolves around engagement, data, market research, and the understanding that deep brand relationships and customer retention require a strong loyalty foundation.
WM: Tell us about Do Good Points and how it is unique in the cause-related marketing space.
Alternating current: Do Good Points is the only platform where you don't have to spend a single dollar to do good. Our mission as a company is to inspire and empower the next generation of do-gooders. We believe that young generations have the opportunity to truly take social impact philanthropy to the next level, especially given the huge opportunities presented by the transfer of wealth from the current generation to the next. believe.
WM: What is your mission at Do Good Points?
Alternating current: In essence, our job is to do good. At Do Good Points, we aim to energize and empower the next generation of “do-gooders.” Do Good Points is a social enterprise comprised of both a 501(c)(3) foundation and a for-profit technology company, bridging the gap between nonprofits and the private sector.
On the nonprofit side, our mission revolves around something called ROG (Return on Giving). We invest in technology programs, digital marketing, and a variety of other resources to support and advance the greater nonprofit industry. We explore how nonprofits can make money to solve the world's most pressing problems, how we can drive growth and sustainability, and how we can attract top talent to the field. We aim to address important questions such as how to attract
For-profits develop technology and solutions that enable nonprofits to thrive. We strive to make the majority of our products and services free or very affordable for nonprofit organizations, as well as provide sustainable support within the private sector for nonprofit organizations to foster growth and business development. We also create programs that demonstrate how to build innovative businesses and solutions.
WM: What is your “founder story”? What led you to start your company?
Alternating current: To be honest, this is not an industry that was on my roadmap. I'm a lifelong serial entrepreneur who founded my first company at the age of 14 and has since launched seven different startups. Some were successful, while others were challenging and expensive learning experiences.
During my last job at a loyalty and digital marketing company, I felt a calling to bridge the gap between professional endeavors and personal values. I have always wanted to make a lot of money first and then give back. But over time, I realized that neither time nor money was ever “enough.” What I'm really invested in is my work, and I wanted it to align with my ideology.
This inspired me to run digital campaigns for nonprofits and was the genesis of Do Good Points. It was less about competing within the industry and more about uplifting the space and empowering the next generation to do good. It has been a long, difficult, but ultimately rewarding journey to make the world a better place.
WM: Can you share your biggest accomplishment on your journey so far?
Alternating current: I believe the greatest accomplishment is our ability to work together and build a team that is deeply passionate about our mission. Doing good can be difficult, and working in the nonprofit sector isn't always rewarding every day. What sets us apart is our mission and our people who are committed to building something better.
This pursuit is an achievement in itself. Challenge yourself to commit to a greater mission, sacrifice, invest, and dedicate yourself to this purpose. This is an important achievement considering the long journey ahead.
WM: What do you need to know about the state of cause-related marketing today?
Alternating current: Cause marketing is no longer just a nice-to-have. It's essential. The data is clear. 86% of people think companies should speak out about social issues, and 68% of Gen Zers are more likely to buy from a brand that donates a portion of its profits to charity .
Research and case studies like Unilever show that brands that leverage purpose-based marketing grow significantly faster. This shows that when brands embody their interests with purpose, they can drive revenue while achieving positive results.
In today's world, companies need to stand for something meaningful. Because if you don't, you're effectively not supporting anything.
WM: What is the big picture of customer loyalty as it relates to your work?
Alternating current: The whole picture of customer loyalty is the million dollar question that everyone is trying to answer, especially when it comes to the trends that drive brand loyalty among younger generations. It's clear that Gen Z and Millennials don't show the same loyalty as Boomers. But human behavior hasn't really changed. It's evolving.
Today, brand loyalty is shaped by values, identity, and community. Loyalty is fundamentally about engagement and retention, and is built on trust. And how do you build trust? By finding common ground and aligning with something greater than ourselves.
Cause marketing is important in this situation. Because cause marketing can establish deep connections with customers by reflecting their values. Almost 70% of Gen Z say they would pay more and stay loyal to brands that reflect their values. It's clear that brands that don't incorporate this approach into their strategies are not only missing out on a huge opportunity, but are also putting their brand relevance and the health of their business at risk.
WM: What else should we know or want to share?
Alternating current: It's important to understand that establishing a cause marketing strategy and truly communicating your values won't happen overnight. Reliability is key. It's okay if you don't know everything from the beginning. Here we help develop those programs.
The journey of building relationships with communities and customers, thereby increasing brand loyalty, is about being authentic and evolving together. It is important to have the right resources and invest in this process. But dishonesty, especially highlighted during events like COVID-19 where brands suddenly claim solidarity with no prior history of support, can erode trust.
Brands, like people, should avoid becoming mere reactionaries. Building a foundation that is unique to each brand and true to its identity takes effort, intention, and investment. Our role is to facilitate these discussions and help marketing and loyalty teams intentionally develop programs that increase brand equity, loyalty, and ultimately profitability.
WM: Thank you for your time. Now go out and do some good!
Alternating current: That's the plan. thank you!
Editor's note:
Andy Choi is on its way to solving some of the challenges in customer loyalty that have long sought solutions. Building trust and strong relationships that lead to long-term brand loyalty is something many people talk about when they struggle with practical solutions to apply. Cause-related marketing is a favorite recommendation of advisors, but making it actually work is the hardest part.
The sincere sense of purpose that Andy expresses about Do Good Points is powerful, and he and his company are a force to be reckoned with as the sector evolves.
In the course of our conversations, we discovered two resources that you can use to add perspective to Do Good Points' mission and as inspiration for loyalty marketing strategies related to your own cause.
