Giving, corporate style, can be take two different forms:
1. Give to existing causes, like my example above. This is nice, but an easy out. Unless your clients and target markets identify with the cause, the act of giving probably won’t resonate, except for its symbolic value.
2. Create your own causes. This is where the CGO comes in. Remember, most of your business is local. Local in the sense that your customers share the same “away from work” issues that you do. It’s their community too.
Imagine if your firm were seen as a major player in helping make your neighborhood better. Don’t just give to the Salvation Army, for example. Organize “ground crews” where you can solve local problems. Ground crews that are led by your employees and your clients.
Given the chance, you will be amazed at what happens. Buyers, who you have to go down a gauntlet to see, will be standing hand in hand with you—helping the homeless, working in a mentoring program (that you built) or even cleaning a public neighborhood park and fixing its playground.
This isn’t about selling printing, and it’s not about any of the other services I’ve advocated over the last couple months. It’s about getting to the core of human motivation and what makes us tick.
I have to believe we all, or at least most of us, want what’s good for all us. Call me an idealist.
If your truly believe as well, then why not demonstrate it in your company? Make giving such an integral part of your culture that without it, your company...well, it isn’t your company. Make it what your firm is all about.
Now this perspective may sound crazy...and maybe it is. It’s not like Groupon where group buying and half-off is all the rage. It’s not about advertising on Facebook, or tweeting till your figures bleed.
