All year round organizations are looking for help, whether it be financial or a gift or your time or service.
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.
Most non profits need publicity, money and volunteers, and your partnership can provide all of that. Just remember you are doing the work to benefit the charity not burden them.
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.
Don't Be Too Commercial
As a friend of mine often says "Do good and success will follow." 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.
The key to this marketing strategy is to remember to keep your community first and not worry about what you are getting. If you are only thinking about yourself, just go advertise, this is not the plan for you.
Ensuring Success
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.
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.
Resources:
www.pe.com
www.innercirclecorona.com
www.incorona.com
www.CoronaChamber.org
Charities to Help:
www.Communityandfamily.org
www.OurLocalFight.org
www.circleofhopecorona.org
www.circlecityrotary.com
www.inspirelifeskills.org
