Are there right ways and wrong ways to be generous? Maybe not, but last week watching the Academy of Country Music Awards, I got all fired up about some ways I think good companies could do generosity in better ways.
For example, Con-Agra’s intent to end child hunger is admirable. But how about instead of some pushpin secret code gimmick, they just go ahead and do something about ending child hunger.
And shouldn’t Dodge Ram just sponsor FFA nationally and make it possible for every kid who wants to learn about farming in high school to do so without requiring me to test drive a truck? Won’t that kind of generous business practice sell a lot more trucks?
The secret to great cause marketing is to have a cause you believe in and take steps to make a difference.
Maybe someone will find out, maybe they won’t. But you have to believe. Don’t make the customer jump through hoops like entering a code from a frozen dinner or test driving a truck or liking your facebook page to participate.
If it’s a cause you truly believe in, take action.