It has long been said that consumers vote with their dollars. But how do you, as a consumer, choose a supplier, when everybody promises high quality, fair prices, and outstanding service? One way to differentiate between suppliers is to ask yourself, “Where do I want to spend my Social Capital?”

What is ‘Social Capital’? It is passion. It is people. It is networks of people mobilizing for a common cause. It is important things, like Civil Rights movement. It is missionaries from your neighborhood church, spreading their message of faith. It is voters, signing petitions to change laws of land. It is personal choices, like investing in a ‘green’ mutual fund, so that your investment dollars don’t support companies you wouldn’t do business with. It is people with a common affinity speaking with one voice. Social Capital is built any time a group speaks louder than sum of their individual voices, because their strength is magnified by their unity.

Social Capital is not found only in non-profit organizations. For-profit companies, individual salespeople, and fee-based professionals often use their positions to do more than just make a profit. They make a difference. They use their contact with public and their ability to earn income to rally support and raise funds for causes that are important to them. They generate Social Capital.