Staples is offering a new Classroom Rewards program where teachers earn reward credits when parents sign up for the program and shop there. It’s an interesting twist on an advertising campaign – appealing to parents’ sense of altruism rather than their own economic gain. (Of course, they also hope it appeals to teachers so they promote Staples to others!)

Rather than rewarding your clients directly, can you copy this marketing logic and entice others to help you recruit business? For example, a local gas station just donated two cents per gallon to the Veteran’s Freedom Center every time people used a designated pump. Pet stores could give a percentage of sales to the humane society for every purchase you make or grocers could donate a canned good for every dollar you spend.

Think about who could serve as an intermediary for you, allowing you to appeal to their goodwill to interact with your organization on behalf of another. You can be the recipient of goodness without asking for it directly.

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