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Giving To Charity Is GOOD Marketing
Copyright 2004, Dr. Mani Sivasubramanian
How much is a link from a website with Google Page Rank of 5
and an Alexa ranking of around 15,000 worth to you - for ONE
FULL YEAR?
How about FIVE DOLLARS?
Incredible as it may sound, that's what some of these 86 special
folks paid. They each contributed between $5 and $2,500 to the
Heart Kids Blog Marathon
( http://www.chdinfo.com/chdaware/blogathon.htm )
through donations last year. And in return, they profited from
the link popularity and inbound visitor traffic which comes from
being listed on a high profile website.
Blogathon is a fundraising fun event where bloggers around the
world stay awake all day and night, updating their blogs every
30 minutes for 24 hours straight - and raising money to help
their favorite charity.
On my blog, "Dr.Mani's Remarkably Purple Spots..."
( http://www.ezinemarketingcenter.com/blog/ ), I proudly feature
sponsors prominently on the blog homepage, with links back to
the donors' websites. And I leave them on for one full year!
What no one could have predicted is how Google developed a
passionate love affair with blogs, listing content from them
almost instantly on its index. All donors listed on my blog
gained from this surge in interest and saw their sites rising
through the ranks, many to the top 10 directory positions in
their niche.
Yes, giving to charity can be good marketing!
When you contribute to a non-profit organization or worthy
cause, you and your business benefit in several ways from
your charity.
* 1. Links from the non-profit to your business website bring
in new visitors. In effect you benefit from advertising or
promotion run by the non-profit.
* 2. The link back to your website adds link popularity and
enhances your search engine rankings.
* 3. Being seen as a sponsor of worthy causes makes you and
your business appear in a better, more positive light to
your prospective clients.
* 4. You get an extra hook to throw in your USP (Unique Selling
Proposition) - "We support charity 'Xyz', and x% of our
profits are donated to it." You'll be surprised at how big
a boost your sales or revenues will get!
Why don't more marketers do it?
Many do not know how to. Also it is not all good. There are
risks.
A non-profit may not be comfortable associating with a business
for various reasons - inappropriate product (e.g. Marlboro
sponsoring an anti-smoking campaign!), wrong intentions or
shady practices.
But these can be worked out if you are sincere in your intention
to help, and the fringe benefits are not really why you are
doing this.
Your genuine concern for the cause you support will reveal
itself in the manner you approach a non-profit.
And when it clicks, the synergy will be explosively profitable
- to both sides. As marketing legend Jay Abraham once said:
"The most selfish thing you can ever do is to be selfless!"
Yes, generosity really does pay!
Dr. Mani Sivasubramanian is a heart surgeon and entrepreneur who
combines his passion to help kids receive lifesaving treatment
with outstanding marketing savvy, which got him named as one of
Seth Godin's 99 Purple Cows". http://www.b--different.com
The result, predictably, is explosive. See his Heart Kids Blog
Marathon here: http://www.CHDinfo.com/chdaware/blogathon.htm
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