Can generosity work as an effective marketing strategy?

Generosity is not a value normally associated with marketing. On the contrary, marketing is generally associated with the full-blown aspects of cold capitalism.

It’s all about the money.

Interestingly, if you look for links between generosity and marketing you will discover most references point to non-profits. Maybe its because non-profits are not supposed to act like capitalists…. although, it appears that some do.

And yet, there are many well-respected non-profit organizations and for-profit businesses that demonstrate an open and healthy sense of generosity.

• Employees and managers give of their time to help others in need.
• Employees and managers share their expertise, contacts, and systems to help improve the circumstances of the less fortunate.
• Employees and managers donate money and other resources to noble causes. Their companies often match donations, even topping up to ensure goals are achieved.

But when comparing seemingly generous organizations, it quickly becomes evident that some are much more generous than others. When it comes to generosity, how do you separate the “wheat from the chaff?”

The Value of Generosity

As a differentiating value, Generosity means willing to give and share unstintingly, without coercion; more than adequate

Although it’s a bit unusual, the term “unstintingly” is an important part of this value. It means giving without restraint. Thus, if you embrace the value of generosity, there can be no restraints.

Let me explain.

A retired minister and his wife were involved in missionary work in Asia for a number of years. He once described to me his philosophy on generosity this way: “You give and give, and then give some more. You open up your veins and just let the blood flow. You just don’t stop.”

Did this couple make a difference? Was their willingness to give and share unstintingly rewarded? Absolutely!

Today there are many churches established throughout the regions they travelled. And they are celebrated as true pioneers who paved the way for the good works that are being done today. Together, they embraced the value of generosity, giving completely of their entire being.

But where is the link to marketing here?

Surprisingly, a church did not sponsor this couple. They were sponsored by a business that hired him to represent them in Asia. It proved to be good business – and achieved the goal of spreading the Gospel in a region that is predominantly non-Christian.

Also, this example might seem more like charity than generosity.  That’s because the two values have a lot in common.

In a previous post, I referenced The Power of Charity in Marketing. In it I highlighted a few different companies that are doing something significant that benefits others: a towing company, a maker of wellness products, and a manufacturer of buildings. Their selected activities and focus are also good for their companies. They found an effective marketing strategy.

And what works for charity also works for generosity.

Marketing with Generosity

There’s a common link between marketing and generosity. Neither has an end.

Marketers must continually look for ways to connect with their customers, develop new products and services, create relevant offers that stimulate sales, and collect a never-ending stream of customer feedback and meaningful data.

Generosity is required to address the never-ending need of the less fortunate, develop new solutions to solve growing problems, create relevant ways to engage others to help along, and continually analyze the situation to ensure efforts are being applied in the most effective way.

So imagine linking these two streams of activities to compliment and support each other. It would be like weaving the fibers that form a basket. The one strand links through the other to engage customers and donors, employees and their families, owners and shareholders, vendors and channel partners, and even governments and NGOs. The combined effect could prove to be a real competitive advantage.

The key is to stop thinking of generosity as a project. It’s not a “one and done” assignment. Rather, it’s a continuous stream of collective efforts that may ebb and flow, as the needs change over time.

Is this radical thinking? Maybe.

But some organizations are already headed down this path. Continuous generosity is simply a way of life. And the community of customers rewards them for it.

 

Do you know of marketers using generosity as an effective marketing strategy?

How can the value of generosity make a difference in your marketing?

 

Today’s value was selected from the “Appreciation-Kindness” category, based on the e-book Developing Your Differentiating Values.