Unconditional Giving.

Today's Marketing Cookie emphasizes the importance of giving without expecting anything in return. It is transformative and elevates givers from mere human-beings to a higher lever of human-kind.

When a company gives money, products, or services to a non-profit but attaches terms and conditions to the donation, it qualifies as sponsorship, not giving. Sponsorship involves expectations of receiving something in return, such as exposure or impressions, which differs from the unconditional giving discussed here.

One exemplary model of unconditional giving is Google's Grant program for non-profits. At one time, I managed over $100,000/month in free ads for several non-profits and Google never asked me to display their logo or mention them in press releases. The advertising was given freely. 

Google established their grant program before becoming the number one search engine, before owning YouTube, and before "Google" became a verb. 

Other search engines lack similar grant programs and do not give unconditionally. I know because I've checked many times. It makes me wonder if the market share of the other guys is affected by their lack of giving. 

If you're wondering if there's room in the world for another unconditional advertising grant program, just ask any soup kitchen, orphanage, or homeless shelter if they would appreciate some free advertising. 

Marketing professionals can learn from Google's example that generosity without strings attached not only supports worthy causes but can also subtly enhance a company's reputation and foster goodwill. By giving unconditionally, businesses can differentiate themselves in a competitive landscape and build a legacy of positive impact that goes beyond mere financial success.