Most people don’t like the idea of charity starting to look like business. And for the most part, they’re right that it’s not good.
Although, there are even stranger ways that it can happen and things no longer look so black and white. What do you do when your health leads are trapped between looking like charity cases and looking like actual, high-value clients?
For example, the Gates Foundation is well within the realm of philanthropy. When you really think about it though, is philanthropy really limited to just getting more medicines into the developing world? What about venture capital? Or how about, higher levels of medical education?
Following that train of thought can easily lead you to speculate if some of your potential clients can have a lot of similarities with charity cases:
- Extremely limited resources – A charity case is somebody who finds their resources so extremely limited that anyone who decides to share is considered a benefactor (which could mean you). Still, that’s not too different from a customer who considers your business as the only option they have.
- Strong long-term benefits – Ideally, the goal of any charity organization is to alleviate poverty well enough that the beneficiaries can finally get by on their own. And when they do, things are just peachier. That too is similar to some clients who require a lengthy investment before you can really get the most out of the business relationship.
- Affected strongly by outside economy – Naturally, the developing world is the common focus of most charities. It’s easy to see the differences in their economies as compared to developed ones. Though on the flip side, some B2B customers are just as easily affected. Their budgets could be constrained due to a lot of outside economic factors.
Despite the similarities though, they don’t necessarily mean the unholy mixing of profiteering and good will. In fact, you can even make the case that it’s better to be a charitable organization regardless if you think a prospect could become a charity case or a good client. In fact, it sounds far more important to know if you’re dealing with the good or the bad. Period!