Lessons From Micato on Doing Well by Doing Good
How often do corporate good deeds turn into word of mouth profits? Last week Micato Safaris in Kenya was recognized by American Business Media for an unusual program benefiting poor Kenyan children orphaned by AIDS.
People traveling with Micato on Safari are given duffel bags to fill with clothes, baby care items, medicine, school supplies for the children. The traveler is invited to spend an extra day, at Micato’s expense, in order to deliver the gift bags personally. Their Program, called America Share, was not conceived as a market program, but when travelers return home and their friends and relatives ask about the trip, a “multiplier effect” occurs. Travelers not only talk about seeing lions, elephants, and zebra, but speak passionately about the charitable aspects. The net effect? A real lift in referrals and repeat business for Micato. Most of all, it’s a great feeling.
The above was told to CRM Loop by Arnie Weissman, editor of Travel weekly, which nominated Micato for the prestigious Littleford Award. The $3,000 prize went directly to Micato’s scholarship program in Kenya.
