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Table of Contents

Lead Story

Security and the changing face of the POS

News

Industry Update

PayPal introduces dongle for smart phone payments

Good works make for good TV

Square deals

Retailers looking for larger role in POS mobile

TradeHill takes Dwolla to court

Features

Court affirms viability of merchant's direct claim against Visa

Eugene Rome and Liz Wang
Rome & Associates A.P.C.

Research Rundown

Mobile Payments Conference raises EMV questions

Meet The Expert: Justin Milmeister

ISOMetrics:
Payments industry 2012 salary guide

Selling Prepaid

Prepaid in brief

APPPA to tackle calling card complexities

Big challenge to comply with AML's 'Big Seven'

Views

Micropayments are no small matter

Patti Murphy
ProScribes Inc.

New developments in payments (and winemaking)

Brandes Elitch
CrossCheck Inc.

Education

Street SmartsSM:
A year of learning, writing, sharing

Bill Pirtle
C3ET Credit Card Consortia for Education & Training Inc.

Mining the digital gold rush

Dale S. Laszig
Castles Technology Co. Ltd.

Enhance your security protocols

Nicholas Cucci
Network Merchants Inc.

Pricing surprises: Don't let processors eat your lunch

Adam Atlas
Attorney at Law

Company Profile

2000Charge Inc.

New Products

An EMV/NFC ready POS terminal

Xion 2.5
First American Payment Systems L.P.

Mobilizing agents

CB Mobile Office
Merchant Warehouse

Inspiration

Big results from small talk

Miscellaneous

2012 events Calendar

Departments

Forum

Resource Guide

Datebook

Skyscraper Ad

The Green Sheet Online Edition

March 26, 2012  •  Issue 12:03:02

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Good works make for good TV

W hen GS Online MLS Forum member Sonny Gartin of Springfield, Mo., posted that a local television news reporter had called and wanted to do an interview with him about his marketing and stored-value card processing business, Reward4ORGS LLC, he garnered many congratulations and probably a little envy from other forum members.

Gartin shared his enthusiasm in his post, stating, "So this morning I get a call from a local news station wanting to do a story on my company and our program. It took a lot of running to set up everything, but it is done. They are interviewing the business owner, a cardholder, and myself. Should be exciting, but I must admit I am a little nervous. Just wanted to share."

Helping the community

Gartin set up Reward4ORGS to help communities through local fundraising. To that end, the company is partnering with local businesses, schools and nonprofit organizations.

Gartin said the beauty of the system is that the program increases sales for local merchants with free local advertising that drives customers to their businesses, while providing support for local causes by giving back 5 percent of every sale to designated schools and charities.

Gartin aligns consumers who want to support local charities or schools with merchants who support the same causes. Here's how it works: a customer signs up for the rewards program through a cause he or she wants to help and receives a rewards card in return.

The card is linked to local merchants who offer support for that cause. When the consumer makes a purchase at a store offering the rewards program, 5 percent of the sale automatically goes to the specified charity or school.

Taking action

Gartin said the idea for the company came to him one day about four years ago when his wife came home complaining about yet another school fundraiser. "There's got to be a better way," she said. Gartin, who was already working as a merchant level salesperson (MLS) for an ISO, started thinking about how he could marry fundraising, marketing and card processing. The result, two and one-half years later, was the Reward4ORGS and Reward4Schools programs.

Gartin now works with approximately 20 charities and between 50 and 60 schools, and he'll be opening new operations soon in Kansas City, Mo., St. Louis, Mo., and Tulsa, Okla.

"My program is based on community," he said. "We can take this program nationwide. It works anywhere in the nation. For parents who are bombarded with fundraising requests, as a way to help kids, this is an easy way to do this.

"If you tell people they can help their local school or nonprofit by spending at local businesses, they will do it all day long - and they do. ... Parents are going to be buying anyway. If they spend in the community, the school will benefit every time."

Creating stickiness

The upside for merchants is that this program attracts customers and promotes the business at no cost, Gartin said. The nonprofits and schools do the advertising for merchants by encouraging shopping at stores that accept the rewards card.

The upside for MLSs is this program is sticky because it drives business. "If this works, why would they want to leave?" Gartin asked. "This is a great way to implant yourself in your community because you are tied into the merchants and organizations."

For example, when Joplin, Mo., was devastated by tornadoes in 2011, Reward4ORGS helped set up a reward program called "Shoppin' for Joplin" with reward money going to help with the city's recovery. "These contributions are residual, month after month, every time the card is used," Gartin pointed out.

"The beauty of this thing is that the merchant pays for it after it works - after the customer comes in, after the customer spends money, then the merchant makes the donation."

Gartin added that his company pays referral fees, too. Parents who refer businesses can earn $50 for each referral for a designated school or nonprofit. "We had one school turn in 14 pages of referrals," he said.

Getting a business boost

Gartin said that in the two days after the report aired, he signed 15 new businesses and that he has since signed up 2,800 new cardholders. He posted in the forum that the phones got busy quickly after the television report aired.

"One line was merchants wanting to find out how to join our program; the other line was consumers wanting to find out how to join our program," he wrote. "It was a win-win for us. The funny thing is the more consumers we get, the more the businesses want to join, and the more businesses we get, the more consumers want to join."

So how do others in the payments industry get on television? "Be creative," Gartin responded. "Find a way to help everybody. That's ultimately why my story was published."

For additional news stories, please visit www.greensheet.com and click on "Read the Entire Story" in the center column below the latest news story excerpt. This will take you to the full text of that story, followed by all other news stories posted online.

Notice to readers: These are archived articles. Contact names or information may be out of date. We regret any inconvenience.

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