You just reminded me of an occurrence in Las Vegas in the wake of 9-11. MGM Grand immediately stepped up and made a $1 million donation to relief efforts.

About a week or two later, they laid off several thousand employees. While the money was from two different budgets, the public backlash was fierce. It became even worse when they had to ask for the donation back (or risk more layoffs).

I think Geoff’s idea is simple enough. Instead of purchasing gifts, he’s making donations in other people’s names (I had a client that used to buy me a tree in the rain forrest every year). So, it’s reallocation and well meant.

While there are some theoretical question marks associated with these types of giving programs, they still help. Still, I like your post because it reminds people that giving is best when you can keep yourself healthy. Or, in my example, you don’t want to lay people off because you were out doing good for someone else.

Best,
Rich

I agree that the ROI is not that easy to measure, but it doesn’t have to cost a lot of cash, or be an elaborate undertaking to forge strong relationships with the right nonprofits. Tapping into an emotionally connected constituency is a dynamic way to greatly expand your reach. Once that happens, then it’s up to the business to do the normal things it should be doing anyway to turn prospects into customers.

The key is having the right game plan, intense focus, and proper execution. And, whether by 3′s or 20′s, to get in the end zone as many times as possible.

The long bomb is sometimes good for morale in tough times as well.