Maximizing relationships with consumers - incenting broader adoption of value-added services - has been a long-time goal of many financial institutions. With continued adoption of social media among 'non-tech' or 'less-tech' groups, financial institutions have an emerging opportunity to reach consumers in ways that are meaningful for them. This new entry point into relationship loyalty allows consumers to take charge of their programs and create a higher-valued loyalty currency. Molly Plozay, vice president, First Data Loyalty Services, and [FI co-presenter TBD] will share the lessons learned in launching a new twist on relationship loyalty - consumer directed gifting, sharing and philanthropic giving. The session will examine three key considerations when launching a social gifting site. The presenters will look at the benefits of letting consumers direct their own programs - making choices such as who is and isn't part of a household, and what accounts should or should not be included when linking accounts together or taking them apart.