Heroes don't brag:
Random Acts of Kindness

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When we started developing the Hero's Quest process by using the analogy of heroes and myths, we had two distinct "aha" moments. The first is that heroes don't typically change their look...they wear the same suit day-in and day-out. The second is they don't typically brag about themselves -- it's the actions associated with the hero and the suit that bring the recognition by others. The actions are what get people talking, and builds the most powerful and uncontrollable form of sales: word of mouth.

A great example of this is illustrated in the way Group Health Credit Union launched the opening of their new branch. Their central theme for the opening was doing random acts of kindness, where credit union staff went out in the neighborhood of the new branch and bought peoples' lattes, handed out cookies, and bought lunches for people. The random acts of kindness theme was tied back to service at the credit union by saying "Acts of kindness, not so random at GHCU," and, "The world can use a little more kindness." Positive actions resulting in a positive association.

In addition to using traditional marketing channels such as direct mail, GHCU launched a web site called seattlekindness.org which was promoted on flyers, stickers, t-shirts, etc., with the tagline "Practice kindness. Pass it on." The site, which does not display the GHCU logo or name on the initial pages, invites people to read stories of acts of kindness, share a story of their own, or find out more about a company where kindness is not random (where the GHCU logo and name is finally displayed).

We're happy to report that the positive acts did result in a positive association for the credit union. In a one-month period, the combined efforts resulted in 48 new members, 46 new checking accounts, and a return on investment of 384% for all marketing efforts. And those are the results which were directly measurable...although I'd take bets there was an even wider positive impact from the random acts of kindness in the way the credit union was perceived throughout the neighborhood.

Is your company willing to risk taking an action that might not get recognized? Do you encourage a culture where employees are empowered to "do what's right" regardless of whether you can advertise it? If so, share your succes with us by clicking here, or on the "Share Your Story" link at the top of the page. We promise it's not bragging if WE tell your story!

Lisa and the Creative Abandon team

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DECEMBER 8, 2006 | ISSUE NO. 010

Heroes don't brag: Random Acts of Kindness

Heroes don't brag:
Random Acts of Kindness