I have heard hat you can get a lens with the refurb camera and get the discount on both. I have not heard of anyone trading in a broken lens for a refurb, but you should ask. Its probably less expensive to fix a lens than to get 10-20% off the refurb price.
To close the loop, I called Canon and got a very helpful gentleman who informed me that the loyalty program only applies to camera bodies and printers. There are no programs for lenses or speedlites.
I acquired some old lenses and was hoping that there might be a program for those. I'll be heading to craigslist to get rid of them.