I interviewed Eric Groves, Senior VP of Sales and Development of Constant Contact, an email marketing service, for an upcoming episode of the Duct Tape Marketing podcast.

During our visit he shared a little information about a non-profit component of their business. I share it here because I love what they are doing and because there are elements that think many small businesses could and should consider mirroring.

The program is called Cares4Kids. Any Constant Contact customer can nominate one children focused not for profit organization to receive a free Constant Contact account. It’s a simple, thoughtful and powerful approach to community building and support.

Here’s what I like about it. It helps organizations that need help. That alone is reason to like it, but I really like that it allows the customer to be the bearer of the gift and the gift is product. These two elements make up the heart of this very powerful strategy.

Find ways to help your customers do good and spread the word about your product while doing good and you’ve got a winner for all involved.

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John Jantsch

John Jantsch is a marketing consultant, speaker and author of Duct Tape Marketing, Duct Tape Selling, The Commitment Engine and The Referral Engine and the founder of the Duct Tape Marketing Consultant Network.
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  • Couldn’t agree more. It’s not just about giving away free accounts, it’s about giving your customers the opportunity to do a little good. We’ve gotten to see the good will in action for three years now through our own Emma25 program (and are looking forward to the fourth annual Emma25 initiative launching later on this fall). When the folks of the Emma community hear that they have the chance to nominate their favorite local nonprofit for a free email marketing account, the response is overwhelming. Plus, inviting your customers to join you in your good will efforts makes everybody feel warm and fuzzy. Kudos to Constant Contact for spreading the love…

  • My company in San Diego, CA has been using Constant Contact for some time now and have had great results. We reccomend it to our clients seeking to to start an email campaign and utilize ourselves to promote our company Sweet Marketing Solutions about the marketing consultation and marketing plan creation we provide. I really enjoyed your article, and I have bookmarked your site. If you want to check out our site, it . Thanks!

  • Great idea indeed. We have been thinking about some means of making our application available for non-profit organizations at a reduced subscription rate. Admittedly this is a much better approach as it involves the customer also.

    We should be announcing a similar program shortly.