I ran across a good book about Drucker a while back and ended up ordering it through the good folks at Books Beyond Borders. I got it at a steal of a price (including shipping it was about 1/4 the cost of a new book, and far less than I usually pay in library fines!), which made me happy. Getting this e-mail from them made me even happier:
> Thank you for
placing an order with Books Beyond Borders. You have
> helped us to further our mission of turning old books into new
> schools. We donate all net proceeds to Project Schoolhouse and
> its school building projects. More info is available at
> www.projectschoolhouse.org. Please let us know if you’d like to
> be included in our mailing list.
I was even happier with my purchase after learning I hadn’t just purchased a book, I’ve helped a cause! I’m helping make sure some young person gets the resources he or she needs to obtain an education. That’s a triple win! The transaction between me and Books Beyond Borders is win-win, and the cause we are BOTH helping to support wins, too! Win-Win-Win! That’s cause marketing and the free market at its best!
When the customer can get value for themselves and do some good for a cause they believe in, all the better. So much better, in fact, that it could be something that helps you differentiate your brand from your competition. Consider what cause(s) you could support or are already supporting and let the world know about it! Your bottom line won’t be the only beneficiary!