…is a total failure to understand what community is all about.
It’s also likely to drive people away from performing the behavior.
No-one earning an average salary is going to be too excited at the slim prospect of earning a gift card.
They will be more excited about the chance to influence the direction of the company, get training from top experts, be invited to exclusive events, earn a leadership role within the community, share their expertise to a bigger group, or even complimentary passes to events.
If you need to dangle a carrot to get members to perform the behavior, don’t offer gift cards. Offer them the chance to do what they’re already doing – but even better.