This weekend I'm participating in the Chicago Triathlon.  I'm doing the half triathlon (or sprint), so I'm only half a her or depending on how you see it, half a nut case!

Anyway, in an email I received about the race was a sponsorship notice from Toyota.  Here's a bit of the copy:

Be sure to stop by the Toyota Engines of Change Zone and check out the 2010 line-up of Toyota Hybrid vehicles including the all new 3rd generation Prius.  Learn how you can be an Engine of Change.  Sign up to win free prizes and tell Toyota the reason why you're a Triathlete or a fan and they'll plant a tree on your behalf. 

Notice that they've tied they Toyota brand to a current issue that is top of mind for the primarily 20 to 45-year-old age group who are competing in this event.  Also, notice that because Toyota is active in this area, as a brand it is becoming part of the story of these athletes as they participate and then afterwards when they find out about their tree. 

Each of us as business-people should consider how you can support the issues that are on people's minds and then plug in so you become part of their stories.  When you do, and it comes time for them to make a purchase, wouldn't they consider those who reflect their concern to make a better world?

And don't let limited funds stop you.  Just start showing up at places doing things you care about, you'll eventually be noticed and appreciated.  Be part of the engine of change.

P.S. You can check out my progress here.