Build Your Brand by Doing Good

I have always been a big fan of Salesforce’s 1% pledge to give away 1% of their profit and time to charities picked by their employees.

I also follow this 1% pledge in my own life, but it can sometimes seem like it barely makes a difference.

Then I heard what Heleena Sidaris at Park City Lodging was doing and was blown away by the results.

They have been adding a $1 donation for each booking that goes to conserving their land from overdevelopment. Since 2005 they have raised iver $300,000 and are now conserving 6,800 acres of land around Park City.

The compounding effect of this simple gesture is incredible.

An amazing way that businesses can do good for their community, the planet, and build an amazing brand for owners and guests who support their mission.

I asked Heleena if this had any adverse effect on her business and she said that most guest and owners are delighted to hear what it’s going toward.

Vacasa, Airbnb, & Expedia will never do this but local businesses can.

This could also be a great tool to influence local policy. Creating lobbying groups is great, but creating programs that serve the community is hard to vote against.