The Feel Good Ripple – Word of Mouth Marketing

I wonder if we were to give our customers a $10 coffee card and told them it was not for them, but it was theirs to give to someone else , whether the act of making them feel good about giving it away would have a stronger impact on how they thought about us? I am going to try it and see what happens and will report back to you in a later post.
The Feel Good Ripple
Canadian credit union Servus is handing out ten-dollar bills to 20,000 people giving them the opportunity to create a Feel Good Ripple by giving that money to someone else. Servus is asking customers “How will you use ten dollars to make someone’s day?” Suggestions include ‘buy flowers for the grocery store cashier’, ‘buy the coffee for the person behind you in line at the drive-thru’ and ‘give $10 to a homeless shelter to pay for lunch or dinner supplies’. By pledging $ 200,000 to the effort, the company hopes to start a ‘ kindness movement’ that will positively affect at least 20,000 people.

Servus is distributing the bills through its branches throughout Alberta, and asking participants to write up stories of their kindness—monetary or otherwise—on feelgoodripple.ca. By sharing their experience online or at a branch, participants have a chance to win one of ten, $500 donations to a charity of their choice. While the contest will end on December 1st, Servus hopes the Feel Good Ripple will continue long afterwards. As of November 21, 2009 there have been 840 people posting their “feel good ripple”.

This type of sponsored charity—actively seeking customers’ collaboration—is meant to underline the cooperative mindset of credit unions (as opposed to, say, banks).

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