If you’ve ever asked, “How can I help?” without expecting anything in return—congratulations. You’ve already stepped into the most powerful mindset of relationship marketing: Generosity.
Generosity is more than a kind gesture. It’s “How can I help you?” as a way of life. It’s the mindset that turns every interaction into an opportunity to build trust. Generosity isn’t just the foundation, It’s the fuel of every single relationship.
Generosity in relationship marketing isn’t about grand gestures or expensive favors. It’s about giving freely—your time, your attention, your expertise—because you want to, not because you’re keeping score.
Generosity is the base from which all other relational behaviors arise. It sets the tone, opens the door, and creates the space where trust can grow.
Relationships Are Like Banks
Imagine every relationship as a bank account. You can’t make a withdrawal unless you’ve made some deposits. Generosity is how you fill that account.
Here are examples of deposits:
- A thoughtful check-in
- Sharing a win or celebrating someone else’s success
- Giving credit in public
- Offering your time, help, or insights
And withdrawals?
- Constantly asking for help without reciprocating
- Making everything transactional
- Talking only about yourself
It’s not that withdrawals are bad—they’re part of relationships too. But too many without enough deposits? That’s when the balance gets off.
CHALLENGE
Rebalance The Bank
Take a moment to think about one relationship in your life—personal or professional—where you may need to “rebalance the bank.”
Ask yourself:
- When was the last time I checked in or showed support?
- Have I been withdrawing more than I’ve deposited?
- What 1 or 2 simple deposits can I make in the next few weeks?
This small reflection can change the trajectory of a relationship
“True Generosity has no quid pro quo. If it becomes tit-for-tat, it’s not generosity anymore.”
Next up in the series, we’ll explore what generosity really looks like—especially when you’re not sure you have anything valuable to give. (Spoiler: You do.)
Because generosity isn’t about wealth. It’s about currency—and we all have some.
This post is part of a Relationship Marketing Series.