After the recent post on KINDED, I was interested to read about a Canadian credit union’s approach to ‘random acts of kindness’.
In their own words,
“The Feel Good Ripple was developed to inspire everyone to make a positive impact in their community – today and into the future. It’s the credit union way of creating harmonious communities and sharing our cooperative beliefs.“
Participants have already put some of the money to good use, including anonymously buying an elderly couple breakfast, and buying pet food for the SPCA.
It’s an intriguing initiative.
On the one hand, it’s great for provoking conversations; my first reaction – ‘what would stop someone from pocketing the money?’ – even works in the campaign’s favour, by increasing the likelihood that people will talk about it.
It’s also a refreshing and differentiating alternative to the usual banking campaign full of stock images and financial cliché.
Furthermore, generosity isn’t an attribute people normally associate with brands in the financial services sector. This ‘corporate philanthropy’ angle highlights the brand’s credit union philosophy and co-operative approach.
Sure, cynics may suggest that it’s all just marketing spin – that’s it’s just another example of brands trying to buy people’s affection.
But does that matter?
The brand could have used this money to produce the usual, irrelevant blandness.
Instead, real people are benefiting from the campaign.
And when it comes to choosing between one bland brand and the next, that little ‘feel-good’ edge could become a critical motivator.
Sometimes, it’s not about how good you are, but about how bad everyone else is.