Looking for a smart way to promote your business? How about a tried-and-true
marketing method that makes you look good in the eyes of thousands
of new customers AND helps people in your community? Notice how many
successful businesses in your town support charities. It costs less
than you think to help out a non-profit group and the promotional
payoff can be huge.
Plus, there are lots of worthy projects in your area that could really
use a helping hand. People give more to charities from November to December
than any other time of year.
Organizations benefitting children and the hungry get special attention
from the public. However, in surveys the public always says they wished
fundraisers would be held at other times of year. They are suspicious
of fundraising being grouped around Christmas.
GETTING STARTED
NOW is the time to start talking with a good non-profit. Contact
their director and ask how your business can help. In most cases you
can dedicate a small percentage of your sales to the charity.
Non-profits will be ready and willing to include your name in their
advertising and marketing campaigns. Have a logo, flier, short ad copy,
or web site banner for them to use. Make yourself available to join
charity representatives on radio/ tv talk shows and Internet chats.
There are so many worthy organizations that it is often hard to chose
which one to help. If you don't already have a favorite, pick one that
relates to your business in some way. If you sell children's clothing,
working with a charity that helps underprivileged kids at Christmas
would be a good match. Some charities are better equipped to work with
sponsors and the media. Others are new, have inexperienced staff, and
may appreciate your business experience in showing them how to organize
people and resources.
THE BENEFITS TO YOU
Most people don't buy the item with the lowest price. Customers
highly value service and image. By involving your business with a non-profit
doing important work, you get the notice and respect of thousands of
people who otherwise might not know about you. Note how many major newspapers
and television stations are promoting charities this time of year. Their
audience and advertisers appreciate when media works to improve the
community. Your customers and prospects will feel the same about you.
As an added bonus, business, political, and community leaders are often
heavily involved with charities. The people you meet can form a valuable
network of contacts for future projects and business.
CHARITIES ON-LINE
The Internet started as a non-profit effort and still carries a
strong feeling of people selflessly working to improve life. Web designer
Lisa Schmeckpeper recently found the Net a perfect place to do non-profit
work. "It's turned out to be very effective. In working with Toys Not
Tears, we've linked our non-profit site to the web sites of participating
merchants." Order forms can be modified so when a customer buys, a percentage
of the sale is collected by the charity. It's easy and everyone involved
benefits from the constant flow of customers from site to site. The
group uses one site for consumers with another to recruit merchants.
DON'T BE TOO COMMERCIAL
It's easy to get carried away trying to promote the sponsor's interests
in a non-profit campaign. If it appears that sponsors are being promoted
more than the work of the charity, the whole thing can backfire. Sponsors
who stay discreetly in the background receive more benefit in the end.
Focus on how you can help make things easy for consumers. Ease of participation
is often what separates success from failure. "Try to solve the problems
a potential donor may have such as no time to write a check and mail
it in, no extra money available, and fear their donation may not reach
the right people," Schmeckpeper points out.
PROMOTE HARD
Lots of worthy non-profits are shouting their messages this time
of year. Even though you are a sponsoring business, you may find yourself
helping out on the publicity end. Use every available marketing and
publicity option. It takes lots of repetition to have an impact. A well-written
press release will interest editors and producers. Many email newsletters
are good about donating no-cost ad space for charities. Radio, TV, and
newspapers will often give you free time and space if you have a cause
or event their audiences will be interested in.
Also think how you might be able to continue your association with
a charity year after year. Those who don't notice you this year will
be twice as aware the second time you participate. Many of the most
successful business-charity associations have been going on for decades.
There's no question your business helps others by providing valuable
products, services, and ideas. You'll multiply the good feeling when
you lend a hand to a non- profit charity.
Grayling provides marketing advice and copy writing for those wanting
to succeed at business.
Visit http://www.yourbizwiz.com
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