March 16, 2023
St. Patrick’s Day means many things to different people, depending on where you live. In the US, I grew up with green tshirts, leprechauns hiding pots of gold at the end of rainbows, green beer, green rivers, and shenanigans.
When I visited Ireland a few years ago however, I made a stop at the National Leprechaun Museum and learned leprechauns mean something very different there - they wear brown or red (not green) and are primarily “trickster fairies” who promise quick fortunes and deliver the opposite. In Irish folklore they have been known for centuries as supernatural beings who can bring great misfortune - quite the opposite of luck - and serve as a warning to be cautious of who you trust. They tend to be more American-like in later years, perhaps the precursor to the garden gnome.
Many cultures in the world don’t celebrate this day at all, but the concept of luck is universal any day of the year. At Grateful, we believe luck is something you can make more of for yourself by extending good fortune to others and creating lucrative “karma” that gives back what you give.
What does karma mean? It’s not just a celestial concept: when you hold the door open for someone at the gas station for example, the chances rise that this person will be appreciative of you for doing so, and may well do the same for another in turn. Both of you feel better with such an act, which can attract further luck.
When it comes to giving back to the community, if a for-profit company gives its customers and staff the chance to give to the charity of their choosing, this customer may well appreciate it so much they buy more from the company (on average, 17% more), and may well go on to donate independently as well.
The nonprofits they choose additionally elevate causes in need, such as people with needs to be met (ex. homelessness, healthcare, addiction, childcare). Those helped by the nonprofits frequently get back on their feet and go on to become vibrant, healthy members of the community, and often future customers. Successful business leaders understand that human beings must be financially empowered to buy from them in the first place, and that giving goes well beyond just the immediate ROI. Karma is then more a concept of attracting good will towards others, sharing good fortune, and helping others do the same - which eventually comes back to help you in return.
Savvy businesses know that charming their customers and staff is critical to retention and supporting the overall bottom line, but perhaps don’t think about delighting them as a way to “charm” them.
Grateful’s giving platform helps companies charm their customers authentically by creating real impact with their dollars. Making customers feel great after their purchase will keep them coming back, prove you care about others as a business, and generally make the world a nicer place to live.
The principle of treating others as one wants to be treated gives back twofold, both for the person practicing it and the person receiving it. Empathy is both emotional and logical: the more we practice the ethic of reciprocity, the more luck we see come back to us. Most, if not all, societies throughout history have held The Golden Rule (or “The Golden Law”) in high esteem; it is often cited as the glue that holds civil societies together.
Today’s customers demand authenticity in company marketing, and are increasingly concerned with baseless claims of aligned actions. Authenticity always pays back long term because delighting customers by following through with what you promise will make repeat business - the opposite will not, and often creates enemies and can harm the company longer term.
By allowing customers to choose the charitable organization supported with the company’s donation included in their purchase, you give them the gift of respect. This is priceless and will always make them think more highly of your business. They become advocates, repeat customers, and general positive karma-givers in return. In short: this form of giving is good for you and for them.
The most successful leaders know that their achievements are not given in a vacuum, but come from the collective successes of their staff and customers, and they treat them with respect in return. Creating luck - positive karma, golden rule, whatever you want to call it - helps everyone thrive financially and emotionally, and makes the world a better place as a whole.