Generosity as a business strategy: how 2bu design puts its values into practice

Table of Contents

1. The background: Why referrals deserve more than just a thank you
2. The thought process: three approaches, three logics
3. What came of it: The referral programme
4. The result: support initiatives offering genuine value in return
5. What has become of it: the NGO support project
6. What we deliberately do not cover under – and why this is important
7. What we have learnt from this

The background: Why referrals deserve more than just a thank you

A brand rarely grows through advertising alone. It grows through people telling others about the people they’ve enjoyed working with. We always just went along with it without giving it much thought; when a – recommendation came along, we were happy – that was that.

At some point, though, we asked ourselves whether that was actually fair. When someone opens up their own network to us and takes a risk in doing so – after all, they’re putting their own name on the line – then that’s more than just a footnote. It’s work, even if it doesn’t feel like it. And work that leads to a real project should be rewarded accordingly.

This line of thinking did not result in a single programme, but in three – programmes – because not every form of support is the same, and because we did not want to treat everything in the same way.

The thought process: three approaches, three logics

The more interesting question was not „How do we say thank you?", but „What exactly are we thanking them for?" A direct referral leading to a signed project is quite different from an honest Google review. And an honest review is, in turn, quite different from the generosity of an NGO that dares to apply for a free project, even though the competition is fierce.

So we have developed three logical frameworks:

• Anyone who sends us a specific project brokers, bears the business risk with – – that deserves a Commission.
• Anyone who follows us on another way Support, for example through a review or an article, deserves recognition in the form of a Discounts to your next collaboration with us.
• And because generosity shouldn’t be a one-way street, we give One complete project free of charge twice a year to a Non-profit organisation from the Animal welfare or the the vegan sector from.

Three programmes, one shared philosophy: anyone who places their trust in us or helps us raise our profile should actually benefit from it – – is more than just a thank-you note.

What came of it: The referral programme

Anyone who introduces us to someone who is looking for exactly what we do, and if that contact leads to a genuine project, will receive 15 % Commission on the project value – one-off, with no upper limit. The process has been deliberately kept simple: make contact, hold an initial consultation; once the contract is signed, the person making the referral receives their commission.

No chain, no multi-level hierarchy, no hidden conditions. A recommendation, a project, a commission. What was particularly important to us was that we didn’t want to build a system that felt like network marketing. It’s all about individual, personal recommendations: – because we stand for a common cause. And that’s not all. Perhaps your customers would also like to be confident that you work with brands and people who share the same values.

The result: support initiatives offering genuine value in return

Not every form of support can be translated into a commission. Some gestures are smaller, but just as valuable – –: a social media post with a link, an honest review, a blog article about the collaboration, or a mention in the legal notice as a trusted agency. The following discounts are available for such actions:

• One Genuine testimonial with photo, which we on our website may display and as Social media post may bring, brings 20 % discount on the first project.
• One An honest testimonial with a video, which we on our website may display and as Social media post may bring, brings an additional 10 % discount on the first project.
• Your A social media post created specifically for this purpose, including a link and personal recommendation is done with 10 % discount on the next project rewarded. Here you can every new project Get a discount again by posting another message.
• A own blog post on your website about the collaboration, with a link, is done with 10 % discount on the the first or the next project rewarded.
• For a Inclusion in the legal notice or in the „About Us" section As a trusted agency, we offer 10 % discount on the respective project, where we are mentioned, e.g. the website or an editorial project.

There is one thing that is important to us here: Recommendations and testimonials should always reflect the actual collaboration. We therefore never ask for a specific star rating or pre-formulated texts such as ‘–’, but only for an honest, authentic opinion. Furthermore, we ask all project partners to comply with the respective guidelines of the platforms, particularly regarding the labelling of advertising or consideration.

With all our projects the following applies: Right of reference use. This means that, unless otherwise agreed in writing, we will publish the resulting work – as case studies on our website and across our communication channels. as a token of appreciation We transfer the agreed rights of use to our clients at no extra cost. For us, this isn’t an add-on, but part of a fair working relationship: good work should be put to use by both sides.

"We wanted a system where nobody feels they have to do or sell anything –, but one that simply recognises what happens anyway out of genuine conviction."
Katrin Tindler-Kempen | Owner of 2bu design

What has become of it: the NGO support project

Some effects cannot be measured in percentages. That is why we twice a year a branding project, completely free of charge for a Non-profit organisation from the the vegan sector or the Animal welfare to.

Anyone can apply by sending us a short message, stating the name of their organisation and telling us who they are and what drives them. From all the applications, we will select the Non-profit organisation those whose causes and impact move us the most.

What is particularly important to us in this regard is that, even for the Non-profit organisations that if they have not been selected, the It was worth applying. All NGOs not selected received 40 % discount on their branding project with 2bu design. Because in the end, it’s not just about who wins, but about as many people as possible Non-profit organisation who can afford a strong brand by standing their ground.

What we deliberately do not cover under – and why this is important

Perhaps the point here isn’t about rewarding as much as possible, but about staying true to ourselves. Likes, simple comments or small gestures on social media make us very happy – they’re part of a vibrant community, and that’s exactly what we want. But we don’t pay for them.

Paid promotion breaches the platforms’ guidelines, and it would go against everything we stand for: honesty without marketing gimmicks. A ‘like’ is still worth something to us, though. Just not in euros.