Odds are you haven't heard of CleaningForAReason.org yet, but this is a perfect example of serving and marketing at the same time.
Over 800 cleaning companies around the United States and Canada partnered with CleaningForAReason.org to provide free house cleaning for anyone undergoing chemotherapy.
Cleaning companies that have participated in this program have undoubtedly benefited. The money they are losing by providing free services has no doubt been made up for in new clients, positive exposure, and an overall sense of purpose and selflessness in their business. I'd imagine it's also done wonders for morale among the staff.
Even if we assume (falsely, I'm sure) that there are ever-selfish intentions behind such generous efforts, you can't deny the viral marketing impact that such a gesture can potentially have on any business. Good news spreads faster and further than ever. Create good news by serving. It's almost irrational to giveaway so much, but then again, being irrationally generous in your service and approach is something I fully endorse (see Chapter 6).