While many of us love to receive gifts, we probably don’t spend too much time thinking about the implications of gift-giving. Someone who does is Temy Mancusi-Ungaro, CEO at Reachdesk, who has a vision to, “create a world with charity, where every business is loved by their customers, employees and the planet.”
That’s the kind of vision that those of us at Fringe embrace and is why we recently sat down with Temy on The BragWorthy Culture to discuss gift-giving and its importance to all stakeholders.
How It Started
Reachdesk was founded in 2018 and helps companies deliver “moments that matter” globally, at scale. It provides a platform for companies to deliver gifts or direct mail at the click of a button. These can help create deeper connections with customers, prospects and employees.
When they first started they were sending handwritten notes. Soon they expanded into e‑cards and asked the logical question, why not include gifts? Customers loved that option, and soon, they were also using Reachdesk as a third-party fulfillment house for their own internal swag.
They went from being UK-based, to all of Europe, then North America and Latin America. During this global expansion, they also started to think about sustainability and ways to minimize the impact gifts had.
One way to deal with this was to create regional hubs. Rather than doing a lot of long-distance shipping, Reachdesk created warehouses in different countries to reduce the distance gifts needed to be sent. Additionally, they leaned into local sourcing of products, which not only was good for the local economy but for worldwide clients, as it offered hyper-localized selection, be it handbags from Brazil or mooncakes from Asia or chocolates from Norway.
But sustainability is only one part of the message that Reachdesk is trying to send. Really, they’re about creating a culture of generosity.
During the holiday season, everyone understands the reason for gifts, and Temy isn’t going to discourage that thinking. But if it’s the only time of year that a company thinks about giving, that’s a problem. “We want businesses to embrace leading with generosity.”
Leading with Generosity
Temy sees so many opportunities to create “moments that matter.” These include:
- Closing a sale
- Anniversaries, birthdays
- Major life events
Businesses have to see that gift-giving can be aimed at external and internal stakeholders. It’s just as relevant to surprise and delight team members as it is to do so with clients. These moments that matter accumulate and pay dividends in customer and employee retention.
Physical, Personal Gifts
While e‑cards and gift cards are a relevant part of a gifting portfolio, Temy insists there is real power in physical gifting, and further, in personalizing those physical gifts. This is amplified in a more remote working world.
“Every time a package comes to my home or office, I’m running to grab a pair of scissors or knife to cut it open. I feel like there’s something special for me,” says Temy, and he’s not alone in that sentiment. And those warm fuzzy feelings pay off in cold hard statistics: Temy claims a 30X faster and higher response rate to physical gifts, relative to digital ones.
Personalized gifts offer a double-whammy: they indicate that you know something that person loves, and putting their name on it shows that you care about what they care about. Personalized golf balls, for example, are a really fun gift for the avid golfer to receive.
Part of the impact of physical and personalized gifts is also due to timing. Temy wants new employees to get their welcome package as soon as possible, for example.
You can see how easily moments that matter can be built with just a little bit of thought and intention.
These sorts of moments can’t be left to chance, and thankfully, Reachdesk allows its customers to track which gifts are going where, what gifts a particular client has received (and when those gifts were redeemed), and even to automate gifts to go along with certain milestones across various teams, be they sales or outreach or customer service. Reachdesk also allows you to integrate with your own software, be it Salesforce, Salesloft, Marketo, Hubspot, etc.
All of this tracking allows companies to see what they’ve spent, down to the penny, so they can measure the ROI of their gifting programs. This also allows them to be precise and adjust budgets to chase what’s working and pare down what’s not.
Temy loves this tracking, because it shows companies how effective gifts can be. Often a gift program can be up to 5X more effective than anything else a company is doing before becoming a Reachdesk client.
A final way to create moments that matter is to give your team members the gift of trust, and that’s something that Temy and his management team do by sharing a lot of what is going on with the business directly with employees.
It’s not something most employees are used to, but when they do experience it for the first time, they really appreciate it, and get a better appreciation and understanding of how the company is trying to live what it is preaching. This leads to stronger cohesiveness in the organization and people.
In fact, a couple of times Temy has shared things with the team sooner than he was certain they would happen, and then those events happened earlier than expected. If he had waited to share, it would have been too late altogether. Openness is even more relevant in a fast-paced world.
Check Out the Full Episode
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