Refer a Friend Campaign: Positioning & Narrative Guidelines
What the Programme Is
The Refer a Friend Programme sits within the Community Building pillar of Legacy Rewards. Referring a friend is one of the habits Legacy Rewards was built to recognise: contributing to others’ progress, investing in the community, and showing up for someone the way others showed up for you.
Legacy Points recognise that impact. They are not the reason to refer.
Campaign Identity
| Element | Copy |
| Campaign title | Pass it on. |
| Subtitle | Share your ALX referral link with a friend who is ready to transform their career. |
| Primary CTA | Share your link. |
| eHub / community CTA | Pass it on. |
The Audience Split
How you communicate depends entirely on who you are writing for. These two audiences need different treatment and the distinction is not optional.
Referrer (existing learner or alumni): Legacy Points language is appropriate. This audience understands what Legacy Points are and why they matter. The community and career transformation angle still leads — points are the recognition that follows.
Referee (the friend being referred): No Legacy Points language at the top of funnel. Referees have no existing context for what Legacy Points are. Lead entirely with the ALX opportunity and career transformation. Introduce points on the referral landing page and in onboarding emails after they have taken action.
Audience Messaging
For the referrer
| Format | Copy |
| Short | Every friend you refer is a door you open. Share your link and earn 500 Legacy Points when they join. |
| Medium | You know what this journey has done for your career. Share your referral link with a friend who is ready to do the same. When they enrol and complete their first payment, you earn 500 Legacy Points. |
| Long | The career path you are on started somewhere. Passing on that starting point to a friend who is ready is one of the most valuable things you can do with the momentum you have already built. Share your link. When your friend enrols and completes their first payment, you earn 500 Legacy Points and they earn up to 250 as they go. T&Cs apply. |
For the referee
| Format | Copy |
| Short | This is where careers are built. Your friend knows it firsthand. Now it is your turn. |
| Medium | Your friend built real skills at ALX and thinks you are ready to do the same. Real skills, real projects, a community that keeps you going. This is where careers change direction. |
Legacy Points Mechanics (Reference)
| Context | Message |
| Referrer — what they earn | When your friend enrols and completes their first payment, you earn 500 Legacy Points as recognition of the opportunity you passed on. |
| Referee — what they earn | You receive 125 Legacy Points when you make your first payment and another 125 when you make your second. That is 250 Legacy Points in total. Legacy Points are how ALX recognises your progress and unlocks real rewards that support your career. |
| Combined (landing page, eHub) | When you refer a friend and they enrol and complete their first payment, you earn 500 Legacy Points. They earn up to 250 as they go. T&Cs apply. |
| Short format (banners, events, WhatsApp) | Refer a friend. You earn 500 Legacy Points. They earn up to 250. T&Cs apply. |
Always include T&Cs apply wherever Legacy Points values are stated. Never assign a monetary value to Legacy Points.
Do's and Don'ts
| Do | Don’t |
| Lead with opportunity, community, and career transformation | Position the programme as “make money by referring friends” |
| Use the word “friend” — keep it personal and warm | Call the friend a “lead” or a “conversion” in any copy, internal or external |
| Name what the learner has built before making the ask | Use language that makes the referral feel like a sales transaction |
| Position referrals as a community act — one of the habits Legacy Rewards recognises | Over-emphasise rewards or Legacy Points over the community and career opportunity |
| For referee-facing content: keep Legacy Points language out of the top of funnel | Lead with Legacy Points values in any headline or primary copy position for referee-facing content |
| Use “Pass it on.” as the campaign CTA | Use “earn rewards together” — it implies the learner and friend learn together, which creates confusion |
| Include T&Cs apply wherever Legacy Points values appear | Change official Legacy Points amounts or rules |
Tone for Legacy Rewards and Refer a Friend Content
| Sounds like | Does not sound like |
| Practical, confident, specific about what learners build and why it matters | Breathless or hype-driven: “Amazing rewards!”, “Incredible opportunity!” |
| Learner-centred — written from the perspective of what this makes possible for the person doing the work | Programme-centred — leading with what Legacy Rewards is or does rather than what the learner gains |
| Honest about what the programme does and does not deliver | Vague promises: “Legacy Rewards changes everything”, “Unlock your future” |
| Connected to real actions — names the habit, the milestone, the behaviour | Abstract: “sustained engagement”, “meaningful contribution”, “active participation” |
Channel Guidance
eHub and community posts
Referrer-facing. Legacy Points language is appropriate but should not lead. Open with the community act and the career transformation opportunity. Name the friend. Use “Pass it on.” as the CTA. Points and mechanics follow.
Some opportunities are too good to keep to yourself. Share your ALX referral link with a friend who is ready to transform their career. When they enrol and complete their first payment, you earn 500 Legacy Points and they earn up to 250 as they go. T&Cs apply. Pass it on.
The career path you are on started somewhere. Know a friend who is ready to find theirs? Share your referral link. Your link is in eHub under Refer a Friend. Pass it on.
Social media
Top of funnel. Two versions are worth running: one leading with the career transformation angle only, and one pairing it with the Legacy Points figure. Test which drives more referral link shares. Community and opportunity always open the message. Points never do.
Referee-facing social content leads entirely with the ALX opportunity. No Legacy Points language. The friend’s experience at ALX is the proof. The CTA is the referral link or account creation, not a points mechanic.
Referrer-facing: The skills you built at ALX changed the direction of your career. A friend deserves the same starting point. Share your referral link. Pass it on.
Referee-facing: Real skills. Real projects. A community that keeps you going. This is what your friend found at ALX. It could be yours too.
WhatsApp and community messaging
Most personal channel. Copy should feel like something a real person would send. Short, warm, direct. Legacy Points can be mentioned for referrer-facing messages since this sits close to the referral action. For referee-facing messages, lead with the ALX opportunity only.
Referrer-facing: You know what ALX has done for your career. There’s probably a friend in your life who’s ready for the same thing. Share your referral link. When they join, you earn 500 Legacy Points. Pass it on.
Referee-facing: Your friend thinks you’re ready to build real skills and transform your career. They started here. Here’s your link to do the same.
Where the full narrative lives. Referrer emails carry the most complete version of the campaign message: what the learner has built, the ask, the mechanic, the points detail, and the community close. Referee emails lead with the ALX opportunity and introduce points only after the referral action is taken.
Referrer-facing opening: You’re not done building here, but you’ve already built something worth sharing. If you know a friend who is ready to transform their career, your ALX referral link was made for this moment. Share it with them. When they enrol and complete their first payment, you earn 500 Legacy Points and they earn up to 250 as they go. T&Cs apply.
Referee-facing opening: Your friend built real skills at ALX and thinks you’re ready to do the same. This is where careers change direction, in tech, creative, and entrepreneurship. Create your account to find the programme that fits where you want to go.
Events (slides, posters, banners)
“Pass it on.” as the primary headline. QR code and CTA beneath it. Points value and T&Cs in the subtitle where space allows. Even in the shortest format, the career transformation angle should come through.
Pass it on. Share your ALX referral link with a friend who is ready to transform their career. You earn 500 Legacy Points when they join. T&Cs apply. [QR code] Get your link on eHub.
Your journey. Their turn. Share your referral link with a friend who is ready. Scan to get yours. T&Cs apply.
Always-on (post-launch)
Once the launch campaign has established awareness, the volume drops. The message stays the same. The referral ask sits inside existing learner communications rather than in standalone posts. Community voices and peer referrals carry more weight in the always-on context than brand-led content.
End-of-milestone email insert: Your referral link is in eHub whenever someone in your life is ready to transform their career. Share it with a friend who is at the right point to take it. When they join, you earn 500 Legacy Points. T&Cs apply.
Community newsletter mention: Know someone who is ready to build real skills and change their career direction? Your ALX referral link is always there in eHub. Pass it on.
