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’Tis the Season for Giving

In the early spring, a number of brands incorporated philanthropy and ways for their customers to help out those who lost business and income due to lockdowns. Now that the holiday season has rolled in, it’s time to revisit that theme of extending a helping hand to the less fortunate.

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That’s the message that BLINQ sent out in its latest marketing email. It wasn’t pushing products but participation in a charitable campaign. It explained:

“Since 2016, BLINQ has partnered with Good360, the global leader in product philanthropy and purposeful giving. From disaster recovery to COVID-19 response, Good360 gets the right goods to the right people at the right time.”

The great thing about the program is that it serves two good ends: reducing waste in the environment and helping people. The partnership with Good360 directs “returned, excess, and overstock inventory from retailers and manufacturers to those in desperate need of them.”

While many dollars donated don’t end up helping people directly, going to administrative and marketing costs rather than toward the needy, BLINQ assures its customers that the opposite is the case here:

“Good360 amplifies every dollar 10x. A $10 donation translates to at least $100 in critically needed goods. So, if we raise $25,000 together, we can distribute at least $250,000 in goods to those in need.”

Moving from the potential to actual, BLINQ boasts that over the past four years, it has donated 27,413 products through the program. It urges its customers to pitch in to advance the “mission to give goods for the greater good.”

Other brands will likely be highlighting their own pet causes over the coming month or two. As we saw in The Value of Promoting the Right Value there is a payoff to promoting the values that resonate with your customers.

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