The KRF’s activities and ambitions are very much founded in the community. The KQ Test measures kindness and opens the way to develop kindness programs for schools which will benefit the community as children grow up into better and more sympathetic individuals. KQ in Business is focused on job selection and appraisal that promotes kindness. It also focuses on countering the emotional burn out that is very real among highly pressured health professionals and emergency responders who serve the community.
The KRF is therefore drawn to raising the funding to deliver its ambitions from community resources albeit generating stable and regular funding must necessarily involve the corporate and public sectors.
Loyalty programs represent a perfect “conjunction” between corporations and the community. Supermarkets, for example, are positioned in the heart of the community and bonus point schemes are a major driver in customer retention. Whilst a high proportion of customers take full advantage of such schemes, a significant proportion of points are never redeemed and can expire. Companies accrue for the potential liability but if the points are lost, breakage calculations mean that their value is released into corporate profits. The KRF believes that there is significant goodwill to be generated in an environment where the media is quick to jump on bad news stories, if surpluses as they arise are instead donated back to the community through charity contributions. This is through a formalistic approach as a matter of good corporate governance, not through a random decision.
The KRF is therefore approaching supermarkets, airlines, hotel groups and other organisations internationally who run loyalty schemes to partner with it to generate resources that will fund its important work.