Use Giving To Increase Your Brand's Value
Awhile back I wrote a blog post about why companies should give to charity as part of their brand strategy. Recently, I came across a gentleman that has been using this strategy to make a difference for children in the Houston area, and for his brand.
I was in a restaurant grabbing a quick sandwich for lunch when I noticed a interesting little box sitting by the entrance. I went over and browsed through the artistic photographs that had been neatly mounted to foamcore and shrink wrapped.
There was a sign next to the box that asked for a donation in return for one of the pictures. It also explained how the funds were to go to the Texas Children's Hospital.
I decided on a print called "Blue By You" (shown above), and gratefully donated $7 into the receptacle. After I got home, I realized that Joseph Delbusca, the Houston photographer who had put this together was following the advice I outlined in my previous post. This caused me to visit his website and reach out to him for an interview.
NY: "What made you want to start using your service to benefit a charity?"
JD: "My main concern in life is to help humanity. No matter what I do I always keep in mind: How can this benefit society? Children are always our primary concern, so I chose to team up with Texas Children's Hospital in promoting my art to humanity. In this case, people not only make a donation, but they get something back for that small donation. Perhaps something they can cherish for a lifetime!!"
NY: "How are your actions helping the cause?"
JD: "I ask for a three dollar donation per print. Many artist say that I'm crazy for undervaluing my fine art this way. Even if I make a dollar profit for one print my satisfaction is that someone loved what they saw and paid something for it! As in most endeavors sometimes you lose money, but the cause is great and we are beginning to show more and more public interest!"
NY: "What affect has this had on your business?"
JD: "People have left notes in the donation box saying thank you for the wonderful art! I have received calls from people requesting my services after they saw my box around town. Some businesses have even asked to purchase larger prints for display in their offices.
I am happy with that right now and will continue to show Houstonians the work that I do and hope they are moved by something that I created!"
Joseph's decision to use his service offering to benefit a charity has been a positive experience for him both personally and professionally. He will continue on his mission, but the real question is, what can you, or your business do? Using your service to benefit the community can positively affect how your brand is perceived in the market.
Also, remember to try to use the services of people, or companies that make charity part of their business.
Do you have an photography needs? If so, I know a good guy to call...
Joseph Delbusca, owner of The Art of Foto can be reached through his website (http://www.theartoffoto.com