I answer a lot of marketing questionnaires. Not because I want 50 points at MyPoints or eMiles, but because I want to know what major brands are asking their potential customers. By the 4th or 5th question, it’s usually pretty easy to figure out who’s asking the questions. I see some trends:
- Financial institutions (banks, credit card companies, investment houses) are asking whether you’re more or less likely to think well of them, recommend them, and do business with them if they donate to NPOs
- Vehicle manufacturers want to know if you’ll buy their car if they are perceive to be a green initiative supporter
- Retailers want to know if you’ll buy your next pair of slacks from them if they donate to environmentally focused NGOs
I don’t know about you, but it feels dirty. Downright filthy, actually. If you do the right thing, of course I’ll think better of you than if you are a money-grubbing rotter. But if you ask me whether I’m going to buy something from you because you’re doing ‘good deeds’, you’re just buying my business. Your donation is a just an advertising expense. Excuse me now, please. I have to go wash this slime off my hands.
Don’t get me wrong. I am a firm believer in doing well by doing good. At SEOmoz, we donate time for pro-bono work and have done so since long before we could “afford” to do so. I make personal and corporate donations to causes I think are worthwhile. As a consumer of SEOmoz goods and services, you’ll find less than a handful of mentions of one of those pro bono services in relevant blog posts.
Now I don’t want to go around trumpeting and wearing a halo. I do want to make a point about the difference between going green and being a responsible corporate citizen and headlines written by marketing departments to prop up otherwise reprehensible practices that rightfully tarnish reputations.
Here’s the thing: I know you’re the kind of person who goes all out for what you believe in, with all your heart and all your strength. How do I know? You’re reading this post! You’re an entrepreneur. You’ve already put your money and reputation on the line to achieve your vision of building your own company. If part of your vision is doing something important with your money beyond buying a Jaguar, then you’re either already doing that or you’re looking forward to the day when you can.
Yes, I’m encouraging you to think larger than your personal wealth and do good things with your money. I’m also encouraging you share that donation or support with your customers because it makes you human, defines your priorities, and promotes transparency in your business practices. But, if you believe that people are going to buy more from you because you commercialize a donation, rather than share your devotion and commitment to a purpose you believe in, you’re sadly mistaken.
Corporate responsibility comes from the top – from you. Decide what you stand for and support it all the way. Share your vision as you would with any colleague; keep private the things that you don’t feel comfortable sharing. You know where to draw the line. Don’t let an ad agency pressure you into anything else. Do the right thing. Always and in all things. Trust me: success will follow without turning your commitment to environmentally sound practices or financial support of NPOs into an ad campaign.
Here’s to being a responsible entrepreneur! It’s an honor to count you as my colleagues and friend.
Gillian Muessig
CEO Coach
President / Co-founder SEOmoz
