I am fighting every urge to tell you the cliche of thinking outside of the box when it comes to telling your brand’s story. But we couldn’t help ourselves when we came up with this simple idea for Goodwill of Central Arizona.

Send an empty box to homeowners with directions to their nearest Goodwill donation center, and watch the word of mouth buzz fly. Renown WOM guru, Andy Sernovitz, recently featured this story on his, “Damn! I wish I’d Thought of That!” blog about unusually useful ideas for smart marketers.