Rewards programs in which rewards are awarded for a series of transactions using a universal transaction associating identifier to associate transactions in common within each rewards program in a reward processing system. The system includes resource providers, a rewards program rule implementer having access to a rewards program database, and an implementer processor. The implementer processor receives transaction data whenever a transaction occurs using the universal transaction associating identifier, determines when a consumer has performed the transactions satisfying rules requirements, and identifies and awards a reward, including vouchers, for the consumer. The reward processing system generates a universal transaction associating identifier from a plurality of identification sources and provides for objects containing the universal transaction associating identifier. The reward processing system issues and redeems vouchers exchangeable for rewards. The system targets consumers and transmits messages adaptive to system elements, including rules requirements and the universal transaction associating identifier.