At a time when the news is filled with the ugly side of corporations, I thought I’d share a story about a series of selfless acts involving a well-known brand.
It all began about two weeks ago when MasterCard generously donated a $100 gift card to each team competing in the Kansas City Regional FIRST Robotics competition. The donation was intended to help the teams purchase parts and equipment for their robots.
Later that day, one of the teams learned their trailer had been stolen from the arena. After word of the theft spread through the audience, 20 competing teams donated their gift cards to help replace the trailer and some parents added cash donations. The Kansas City Star quoted the team’s advisor, Kathy Shirk, who said, “There were lots of tears in the stands. We know we are in a generous community. And we know that gracious professionalism is a tenet of FIRST Robotics. But to have it played out that way — it was like getting a gift you were not expecting.”
When they learned about the good sportsmanship demonstrated by the robot teams, the people from MasterCard were inspired to add one more act of generosity to the story. After making sure the trailer was fully paid for, the company gave each team another $100 cash card to spend on parts. A company spokesman said MasterCard’s employees attending the event were “impressed by the kindness and graciousness shown by the FIRST Robotics teams and wanted to extend their gratitude.”
I was one of hundreds of people who heard this story today at the FIRST Robotics competition in Virginia, which shows how a message about a few acts of generosity can spread across communities, rewarding the brand that’s involved.
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March 21, 2009 at 6:30 pm
Elizabeth Talerman
That’s what I call brand soul. As you’ve said so many times, Kelly, great brands lead with behavior before the communication ever starts (or means anything). Way to go MasterCard!
March 23, 2009 at 12:30 am
John Linthicum
I think that it also shows that the amount of money spent doesn’t need to be epic, but rather that it’s done in an authentic fashion. It’s also important that the message was disseminated at the actual event. It might not have communicated the “soul” if it were done with a press release.
March 23, 2009 at 3:22 pm
Kelly
Elizabeth,
Thanks for the note. Too bad most companies don’t get the behavior-first approach to brand building. I spoke about this on CNBC today in response to AIG’s suggestion that they plan to change their name. AIG…here’s an idea…fix the company first.
March 23, 2009 at 3:25 pm
Kelly
John,
You make two great points. I think we often overlook the small, significant acts that show humanity. And I agree that it’s better to let the community carry the message. There are over 40 regional FIRST Robotics events, each with thousands of competitors and fans attending, I suspect this story is being told again and again.
March 23, 2009 at 6:47 pm
Linda Locke
Hi. I’m Linda Locke from MasterCard, and we appreciate your kind comments. I’ll pass this on to the team who made it happen.
March 24, 2009 at 8:35 am
Kelly
Linda,
Thanks for the note. It’s great to see MasterCard doing good in the community. You deserve the praise.
Kelly
April 10, 2009 at 6:14 pm
Blake Manosh
I have to agree with John. It was an authentic act on behalf of MasterCard and it demonstrates the company’s character quite nicely.
It’s good to hear a company is paying attention to and taking part in their community.
(On a side note, I was a FIRST Robotics competition winner so I’m particularly happy to read this!)
Thanks Kelly.