In the US I know many people have donated Air Miles back to various airlines where they are used to ensure returning Vets get flights back from their base to their homes etc.
Kind of surprised that BA hasn't done something like that as it would be a very good
PR move and could be used to enable service families enjoy flights to some sun locations if they so wanted post tour.
In fairness its cost would be small but it would mean the world to the people who benefit.