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Everyone loves talking about random acts of kindness because they feel good to share. The best part: Any company — large or small, local or international, customer-facing or not — can do it. And isn’t kindness the best way to earn word of mouth, anyway?

Here are three ways to do it:

1. Take it to the street
2. Know your customer well
3. Make a bunch of small donations

1. Take it to the street

When he’s not cutting hair at Three Squares Studio, Mark Bustos carries a portable barber kit through the streets of New York and gives away haircuts to the homeless. He says the transformations not only help boost their ego, but also gives them a chance to just talk. Mark shares stories from the people he meets on Instagram, and his studio shares his charitable work on their site. That visibility landed him interviews with the Today Show, Huffington Post, and People magazine. Chances are, you have an employee doing something inspiring. How are you sharing their story with everyone else?

2. Know your customer well

Do you know what’s going on in your customers’ lives when they leave your store? For example, when a Home Depot in South Carolina found out a loyal customer’s Christmas gifts had been stolen, they pitched in together to replace presents for the family. This doesn’t just make that family loyal customers for life — the media eats this stuff up. The stronger the relationship you have with your customers, the more opportunities you have to do something kind for them.

3. Make a bunch of small donations

Did you know that if you shop through AmazonSmile they’ll donate 0.5% of your purchase to a charitable organization of your choice? It’s just like shopping on the regular Amazon, and it doesn’t cost you anything to donate since the money comes out of Amazon’s pockets. And while these donations add up, even a small act of kindness makes people feel good about shopping at Amazon. Even better, it’s refreshed the conversation about a company everyone already knows well.


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  1. Martina

    Love this! Thanks for sharing. Already try my best with number 2, as do my colleagues, hadn’t thought about number 1 and was completely unaware of number 3!

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