We also have been in business 20+ years locally and have 100+ Google Reviews accompanied by Yelp, Angie's List and Facebook reviews also, along with many local charity projects published in local newspapers.A company with this much good publicity is easy to gauge and justify the 50% deposit. 

We are also keeping our website updated with assistance programs and resources for housing, fuel assistance, food pantries, local charities, even links for the furry family members.Many of our residents have expressed great gratitude for us stepping forward to help them out.

If it's someone down on their luck who needs a hand, no problem, there are private charities for that. 

In that same market there is someone looking to sell their home and through appreciation are going to make a great return on their house which they could use to retire early, upgrade, cover assisted living for the elderly, give to charity, or make it rain at the club. 

Charity is important but I generally keep giving separate from business.

As much as I tried to convince them of the value they were getting for their ad, I knew it was basically charity.

When we do have them that get behind, we give them a list of all the charities in our market that help people at risk of homelessness.  

Give the money to the kids/grandkids or give it to charity?