Help Me...Tips for Successful Charity Marketing

As a business owner there is no doubt that you have been approached by at least one person (more likely, hundreds of people) asking for a donation.  In a struggling economy more and more organizations need money.  Although you may want to help the cause(s) you still need to wear your business hat and make sure the donation will benefit your business.  Sometimes this even means saying NO. 

Wow, that sounds really heartless!  I am not heartless, just always looking out for the bottom line.  I love to volunteer and have organized several fundraisers.  You may have even been approached by me looking for a donation (I leave no stone unturned).  I am a firm believer that Charitable Contributions should be part of your Marketing Strategy.  You just need to make sure it is going to grow your business.  Here are some tips to make sure your donations are driving sales. 

1)      Create a Charitable Marketing Strategy. 

This should include how much money you are going to dedicate to charitable causes, what charities you are going to support and how you are going to support them.  Having this outlined will help to ensure the donation will benefit your business and maximize the benefits.  Hint: Support Charities that are aligned with your business, ie. If you own a pet grooming business donate to the SPCA. 

2)      Say NO with a Smile. 

You are going to have to say NO to tons of requests, make sure you say it in a way that puts a positive spin on your business.  This is where having a good Strategy comes in…. You can let the organization know what types of Charities you support or how much money you dedicate to charities each year.  It is ok to let them down but make sure you tell them why and ALWAYS invite them to ask again!  Hint: Be consistent.  You may have the same person ask you for donations from different organizations.  If you are not consistent with your giving or decline it can negatively impact the impression of your business. 

3)      Showcase your business.

I am not a huge fan of writing a check.  You should be looking at this donation as a 100% marketing opportunity.  What better way to market your business then to get someone to use it.  I think having your logo on a T-Shirt, Banner or Program is great but try making the donation a sale.  Whether you are donating your services or a gift card into your store, this benefits you two fold.  1. You get a sale with the money you donate and 2. You have the potential for a great customer experience and they will most likely tell people about it.   Hint: Donating birthday parties is a great way to get multiple people to experience your business. 

4)      Advertise it.

A great benefit of donating to charities is including it in your advertising.  Consumer’s like to support businesses that support charities.  Don’t be afraid to let them know that you accept donation requests.  If you have a good strategy and let down “speal” it will have a positive impact on your business.  Hint: Highlight a specific charity that you work with.  This will highlight the your giving without opening the door to millions of requests.  

5)      Don’t wait for them to come to you.

Create your own fundraising opportunity.  This involves giving a % of sales to the organization puts you in the driver seat.  You can set the terms and they are responsible for bringing the customers.  You are donating a % of sales but in return you are getting new customers and word of mouth advertising!  Hint: Have fundraising events on days/time when sales are typically slow.

Charity Marketing can be a bit scary ( I have literally had business owners shaking when telling me NO) but it doesn't need to be.  Creating a good Strategy will empower your business and ensure you get the maximum benefit from donations.  For more tips and ideas visit www.cohesivemarketingsolutions.com.  With over 15 years of marketing experience we can take your business to the next level.