Invariably it happens.  A catastrophe of some magnitude strikes your region, and the local marketing huckster’s surface.  Those short-sighted individuals who decide that “if you buy something from them, they will make a donation to the victims”.  It’s a profit before compassion mentality. I am sure that many of these advertisers are not hucksters at all.  Most are probably well intentioned souls who think that this is a legitimate and noble exercise.   Is it? One of my automotive dealers recently called and said:  “Hey Mark, I want to advertise that for every car we sell, we’ll donate $200 to the victims of the recent storm.” Do you see the glaring problem here?  The perception this can create?  Regardless of your personal thoughts or intentions, if you are considering this as a legitimate charity ploy, then many will see you as attempting to profit from misery.  I’ll donate money to help those who have been harmed…IF you buy something first.  How kind of you. After discussing my thoughts on this matter with my automotive client, he quickly changed positions, and decided he would quietly send a check to the local chapter of The American Red Cross, instead.  No, there’s no glory in this sort of quiet charity, but the back-lash you save yourself from seeming callous can be reward enough.  This dealer is one of the best intentioned people I know.  He really thought this ploy was a great idea.  He truly did not see the dark side of his generosity. As I pen this blog a national furniture chain, and a local Import dealer are telling me that they’ll make a donation, or reduce the price of my car if I buy now.  “Hurricane Irene Relief” shouts the car dealer!  “Making a donation to the victims” is the furniture stores pitch.  Yet each advertiser requires that a purchase be made, first.  Is that genuine generosity? At ViaMark, we help guide our clients in all aspects of their marketing.  Even in those areas that may seem uncomfortable. The next time you’re tempted to use misery as a sales or charity event, remember that many will see you as a Profit of Destruction. You’ll feel much better if you simply make a quite donation.

‍Mark Storie

ViaMark Advertising | New Bern, NC