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Compare “I’m selling stuffed toy animals” to “I’m selling stuffed toy animals saving the threatened species”. Which one would YOU buy from?
While not every business can use this directly, most businesses can in one form or another. Think about it. Even if you’re selling chilli sauce in supermarkets, you can give 10% back to the kids of the chilli farmers and you can suddenly spin stories that are media–worthy.
When you create your alignments, please make sure it’s something that really matters to you. There’s no point giving away your hard earned money to a cause you don’t really believe in.
Spend time checking out the organisations you’re giving through. There are still too many not–for–profit or charitable organisations that have massive overheads where 50% of your donations disappear.
The benefits of this tactic is triple-fold. You help people (or animals) who are in real need, you have added yet another reason why you really love your business, and from a marketing perspective, it works.
