Somebody in the forums suggested rewarding customers based on tenure, which I think is a good idea. I don't think we should necessarily have to upgrade or change our services just for that.
My own suggestion takes that idea a step further and I'll make an analogy with my classical music radio station. It's a non-profit organization but I think the concept could easily be applied to Verizon. Whenever a listener pledges money to help fund the radio station, the listener is given a choice of a reward: a free music CD or a magazine subscription or a DVD depending on how much money is being pledged. Even for one of my local diners, I have a loyalty card which accumulates points every time I buy a meal there and when I get to 500 points, I get a free dinner. There is also a free dessert if I get to 300 points I believe.
For Verizon customers who have had the service for 3 years or 5 years for example, a gift card may be appealing to some people but I'm not sure that's for everybody. I think that can often depend on the area where the customer lives and we are all from different walks of life. So why not present the customer with some choices to reward the customer for loyalty, like a magazine subscription, a free DVD or CD, or coupons that can be redeemed at local retail stores or at the supermarket?
Remember too that it's a hard economy and I'm sure a lot of people besides myself really don't want to upgrade all of our services at this time and/or include more things that will cost us more over the long run.