A system and a method of operating a debit card reward program that generates a reward for the cardholder based upon purchases made with the debit card. This reward amount may be applied to subsequent purchases made by the cardholder with the debit card. Additionally, all or a portion of the reward amount may be delivered to a sponsor, such as a charitable institution. A reward is accrued for every purchase conducted at any merchant made using the debit card. In particular, this reward is a varied percentage of every debit card purchase and may result in an additional reward for purchases that meet selected criteria.