Biblically, we’re asked to give in secret, to not let the one hand know what the other is doing, because in those days the Pharisees (temple priests who taught the laws but whose motivations were often self-serving) would ring a bell in one hand so everyone in a crowded marketplace would turn and see that with their other hand they were giving to some beggar (see Matthew 6:1-4). Jesus taught us not to be like that, but to give in secret so that the motivations of our heart, our character, were to do what was right and not for external approval. So to not act like those who trumpet their giving so others think they are pious and righteous has been top of mind for a long while. This is why I was wrestling with whether to talk about this. But should sharing giving like this help make an even greater positive difference, then we should share it.
So eventually I had to come to a decision about what this giving meant to me, and I decided that it can only be called marketing, albeit marketing that makes a true positive difference to others. It’s marketing what we do, it’s marketing some of our values, it’s marketing how easy it is to give, it’s marketing an avenue and vehicle for giving, it’s marketing to encourage others to do the same, and honestly it’s marketing ourselves as a business partner of choice to our customers and potential customers. Yet by all that, should more good be done, and more people helped, and should we have participated in some small way to motivate even more positive change, then this has been a great outcome.