Please, don't discount our veterans

Tuesday is Veterans Day, and we face it with a heavy heart.

We feel eternal gratitude for all those who have paid for our country's freedom through their sweat, tears and, too often, their blood. We also feel a deep sense of disappointment. Why should a nation's honoring of its military heroes be restricted to a single day each year? Because of them, every day is independence day.

While the very most noble of intentions no doubt are behind another trend, we think it needs to be addressed. An increasing number of commercial interests are attempting to show their respect and appreciation to veterans. But in many cases, they're going about it the wrong way.

From home sellers to retail merchants, discount offers or rebates are being offered to veterans over the holiday weekend. These are typically a limited-time-only, percentage off some kind of purchase, but a purchase is required - and therein lies the problem.

In the world of business promotion lurks a dubious tool called "cause marketing." Some businesses use it fully conscious of what they're doing. Others might have liked the general concept without actually thinking it all the way through.

In cause marketing, a business offers a small reward to a charitable cause. But unlike a no-strings-attached gift or donation, in these instances someone's got to buy something - for a good cause, of course - and then from the profits, a small piece is skimmed for the worthwhile organization.

Some businesses employ cause marketing because it's a free form of advertising that often generates customer loyalty; you know, the business "is doing something good for a cause I believe in." This newspaper receives numerous press releases and requests for coverage from businesses which are trying to do something good - like allowing boxes for toys or coats in their lobby or encouraging citizens to donate to a certain cause - without actually contributing anything of value themselves. In some cases, like a small discount on a purchased retail item, the business's sacrifice is negligible.

As respectfully and constructively as possible, we encourage managers and owners of businesses not to try to capitalize on the valor of our nation's most courageous citizens through cause marketing and insulting, must-purchase requirements before any small benefit is derived. If you really feel strongly about what these veterans have done for you and your country, give them a no-strings-attached gift from your own coffers or a serious discount, like 50 percent or more; that will really help them. If a small discount or rebate is the best you can do because of cash flow, offer it to veterans year-round, not just on one day or for one weekend.

In the meantime, a sincere "thank you" means more to these men and women than most people realize. And that courtesy is something each one of us can afford.