You would think that a Christmas gift to charity, and especially a gift to UNICEF would be a good thing, but it’s not. It all depends on the story you’re telling, and who’s listening.
By the way, I’m talking about marketing your business. Don’t get me wrong, a gift to UNICEF (or charity in general) is always a good thing.
UNICEF’s programs emphasize developing community-level services to promote the health and well-being of children. UNICEF was awarded the Nobel Peace Prize in 1965 and the Prince of Asturias Award of Concord in 2006. They are awesome!
No matter what business you’re in, a gift to UNICEF is a good thing. But, when it comes to marketing, the why and the how is still important.
The Christmas Gift
I received an e-mail from a company that we buy software from (at the college). The e-mail was short, it said merry christmas and a happy new year, and it said that this year their Christmas gift was to UNICEF. That was it.
When I read their e-mail I thought to myself that this was the perfect example of don’t send a Christmas card to your customers.
The e-mail was sent on the 25th of December. Ask yourself, is this the right time to send an email regarding a Christmas gift?
And why send an e-mail? Not a card?
We always ask why, you might not know it, but you ask why when you receive a Christmas card. Why did they send the card to me, and why did they give a Christmas gift to UNICEF? It might be obvious, but they should always explain why they did it.
Most people might understand what UNICEF is all about, but still, why did this company donate money during the holidays?
The e-mail didn’t say anything about an amount of money, it didn’t say what type of gift they sent. I just guess that it’s money, because it could be clothes, food, or toys.
What are the people receiving the e-mail thinking?
I’m thinking that the people at the company was in a hurry, and that I’m not sure if they actually donated anything, and if they did, it’s a small gift, because if it was big, they would have said how much (or what it was).
That’s not what you want your customers to think.
What story are they telling?
When you send a Christmas gift and tell your customers about it, you should always be sending it on time (or a little bit early). If you’re late, people will think that you’re late when it comes to business as well.
If you don’t explain why you’re doing things, and how you’re doing it, people will relate it to your business as well. You’re a slug, that’s what you are (in the mind of your customers).