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.
We're about to enter the busiest time of year for charities. From November
through December people give more to non-profits than at any other time.
Organizations benefitting children and the hungry get special attention from
the public.
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 (http://www.LRSMarketing.com/toysnottears/).
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.
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