3 Essential Foundations in Marketing Compassion-Based Businesses

Kindness often seems (emphasis on the word seems) awkward and out of place when it shows up in the business world, like a slightly nerdy, young boy at his first junior high dance.  The process such a boy goes through in finding his place in the socially charged world of adolescent culture can be complicated and even painful.  


The same can be said when it comes to marketing human compassion.  Leaders of companies that revolve around helping people are being called on more and more to be bold and savvy in the twisting, turning world of modern marketing.  Compassion and marketing can seem vastly incompatible, but they don’t have to be.  Here are a few things to remember that can help you be more confident in marketing your company as you go about the business of helping people.

  1.      See marketing for what it is, not what it isn’t.

For many, the marketing machine seems like a cold-blooded shark that will heartlessly eat the poor guppies who are weak enough care for others, but marketing is not a necessary evil; something that needs to be done that takes time and energy away from more noble purposes.  It is a high-powered tool reaching the people you can help and who, in turn, will make your business stronger.  

Marketing is reaching people with the message of what you have to give.  In today’s social media saturated world, there are more avenues for your business to get that message out than ever before.  It is estimated that over 40 million businesses use the Facebook platform and the connectivity it provides people has almost limitless potential.

  1.      Businesses that help people already possess strong marketing power.

While making inroads in the marketing world may seem daunting, it becomes much simpler when you realize that companies that revolve around improving the lives of others already possess one of the most powerful marketing forces of all:  the power of a story.  

Stories of people who persevere to a better life and the people or organizations who help them get there stick with people much more deeply than catchy marketing gimmicks or complicated marketing plans.  Although it can seem hypocritical to use the good work you’ve done as marketing leverage, you should never be afraid to tell the truth about the good that you’ve done.  It is only when that truth is skewed for selfish reasons that it becomes manipulative and tainted.

  1.      Nice guys don’t always finish last.

Leo Durocher, famed manager of the Brooklyn Dodgers, told us that, “Nice guys finish last.”  He said this about the dog-eat-dog, competitive world of professional baseball.  A world similar to business in many respects.  But, if Leo was a CEO of a company these days, his words would be short-sighted.  Companies are conscious and intentional about helping people.  People go out of their way to help businesses that donate to worthy causes and businesses who exist to help others should be encouraged by the success of philanthropic companies.  

If you are actively involved in doing good works for those who need them, people pull for you, want to hear of your successes and your struggles as well.  The key is to remain authentic to your core value of wanting to change things for the better.  With a little wisdom and knowledge mixed in, the marketing will take care of itself.

The stereotype of the nerdy kid at the dance being consumed by the harsh world of teenage social pressure is a lie in many ways.  Many of those nerds who have a tough time when they are young end up changing the world.  In much the same way, kindness in the business world may sometimes get off to an awkward start, but there is a place for it, a place of significance and power.  You should not be afraid to market your company from that place.