The festivals are effective for many reasons: They are perfectly in sync with the company's marketing message, can be rolled out in a systematic fashion, offer a refreshing change from endless walkathons and galas, give employees, customers, and suppliers a worthy cause to rally round, and raise Life Is Good's public profile to boot. "Every day we make this more and more a central piece of what the company is," says Bert. "If you ask employees what's the most important thing we do, they'd say the festivals."
Heed Marley's ghost--mankind is your business. Life Is Good's approach to philanthropy is among the most ambitious and focused I have encountered in a small company. It was born in the aftermath of September 11. "People were asking internally, 'Is the gig up? Can we still sell this message? Is life still good?" recalls John. The brothers responded by taking close to $30,000 they had set aside to do their first-ever advertising and using it to establish a charitable program for September 11 families. The following year they selected a pair of long-term causes, also family focused: Camp Sunshine, a retreat for children with life-threatening illnesses, and Project Joy, which provides play therapy for traumatized children. And they created a vehicle that similarly resonates with the Life Is Good brand: seasonal outdoor festivals.
Not only is life good, it’s uniquely good for you in your very own way. The possibilities for expressing your purpose are limited only by your imagination.