How has your fundraising season gone? Are donations up? Or down? Feedback we are hearing is that many nonprofits have seen declines in their donation base. But not The Salvation Army.

The Salvation Army reported record fundraising results from its 2011 Red Kettle. Reports are that they raised $147.6 million. Based on 2010 results that is a 3.4 percent increase in what would certainly be considered a season where people were worried about stretching their dollars as far as possible.

So how the Salvation Army raise record amounts of money? They developed the right strategic partners for their Red Kettle campaign. Reports show that nearly a third of their total came from Wal-Mart and Sam’s Club stores, where bell ringers collected $41.5 million

They also partnered with Square and with Sprint to accept donations by cell phone in some of the largest markets.

Essentially what the Salvation Army did was to identify better ways to reach people that would be inclined to offer support. They did not count on the way they had always done things and there is a good lesson there for all non profits. Fundraising ideas that made sense 10 years ago might not make as much sense now as they did in the past.

But it goes beyond fundraising ideas. It goes to methodology and implementation. Nonprofits that want to raise record amounts of money need to meet their supporters in the world in which their supporters live. Whether that’s in person, by phone, online or elsewhere, organizations need to stay in front of their potential supporters, create a message that compels people to donate and makes the donation process simple and fast.

The Salvation Army’s results should encourage all of us that even in hard economic times people will be there for organizations they believe in.

There are lots of people looking for ideas for church fundraisers and there are as many ideas as people looking.

So how do you choose the best fundraising ideas?

We believe there is one basic question that needs to be answered first and then you can choose the right fundraiser. Ask yourself if you or your group has money to purchase a fundraising product that you can sell or not. If you don’t there are as many options available to you but the concept is different in many ways.

Let’s assume you do not have any money to start. You should choose among the different pre sell fundraisers like candle fundraising, cookie dough fundraising or flower bulb fundraising. They all work basically the same way. You choose your program and order free brochures and order forms for each member of your group. They use those sales materials to pre sell products and collect the money during the selling process. At the end of your sale you can use the money to pay for your bulk order.

One of the top candle fundraisers is called Journey of Faith Candles fundraising. The candle labels are all based on well known scriptures and sell very well with faith-based groups.

If you have money to spend then there are other ideas for church fundraisers that offer higher profits.

Church groups with money will find they can make up to 90% profit with discount card fundraisers. There are tons of options here so we know you can find a product your audience will gravitate towards. There are pizza fundraising cards, portrait studio cards and other discount cards. These card are customized for your group, are easy to sell, offer great value to your supporters and extremely high profits to your group.

The other ideas for church fundraisers for groups with some money to spend are the old tried and proven candy fundraisers and lollipop fundraisers that are the easiest fundraising ideas as far as administration goes.

So before searching for church fundraising ideas we suggest you decide whether you have money to spend in advance and whether you are willing to spend it and then go from there.

I’d like to welcome back Kirsten Bullock to Step By Step Fundraising.  Kirsten is a CFRE consultant, trainer and coach who works with leaders of non-profit organizations and ministries to bring professionalism, excellence and effectiveness to their board and fundraising efforts.

She earned her designation as a Certified Fund Raising Executive in 2002. Kirsten is currently serving as president elect of the Association for Fundraising Professionals Greater Louisville Chapter. She is an AFP Master Trainer, compiles ‘Kirsten’s Fundraising Headlines’ Blog, authors the ‘Growing Your Donors’ blog and is a contributor for SOFII (The Showcase of Fundraising Innovation and Inspiration).

Kirsten holds a Bachelor’s Degree in Social Work and a Master’s of Business Administration. When not working to equip and empower people in the nonprofit sector, Kirsten sculpts, is attempting to learn to speak Danish and enjoys living in the Highlands in Louisville, Kentucky.

You gotta love the people in charge of fundraising for breast cancer research. They’ve been coming up with some great ideas to get people talking about the cause and wanting to raise money for it.

Just think about all the sports teams you’ve seen in the past couple of years wearing pink versions of their uniforms. This has been at all levels- high school, college, and in the professional leagues. It’s almost not a big deal to see this anymore. Their drive to increase awareness and revenue through donations has been incredibly successful and culturally penetrating. Everyone knows pink is the color of breast cancer research now.

This, in and of itself, is a remarkable story that other non-profits can learn from. No matter the size of the organization, an effort to apply a “brand awareness” campaign to an overall fundraising effort is a marketing necessity. And, if you can challenge some social norm, like “jocks don’t wear pink” and add a little shock value, all the better, right?

But, now, I really have to say that I’m impressed. The Keep a Breast Foundation has been raising money by selling bracelets that say “I love boobies” on it. This follows the “Save the Tatas” campaign by the foundation of the same name. Of course, the message is a little taboo and it gets people talking about the cause. The irreverence of the slogan makes the organization seem edgy and an attractive place to donate money. Who wouldn’t want to proclaim to the world that he or she loves the boobies?

But, the latest twist to this story is true genius. I don’t want to imply that the Keep a Breast Foundation meant for this to happen, but it’s surely good news for them. According to a report in the Time & Transcript online, parents at a New Brunswick (Canada) school

“…received an automated phone call from the principal Janet Miller saying students were not to wear the plastic fundraising bracelets sold by the U.S.-based Keep A Breast foundation emblazoned with the slogan “I Love Boobies” because they were a “distraction.”

As a result, people started choosing sides in this debate and passions have been inflamed. Everybody in town is talking about the bracelets. And the media is providing free advertising and promotion about the uproar.

As they say, there’s no such thing as bad publicity, and in this case, that’s right on. As long as people are talking about the bracelets, people are buying the bracelets, and money is being raised for research.

And, when you tell people, especially young people, that they can’t do something, like wear the “I love boobies” bracelets to school, that’s all they want to do. Brilliant.

I’d like to welcome Sherry Truhlar back to to Step By Step Fundraising! Sherry’s written a number of great articles for us on the topic of fundraising auctions, and she has a great site at Red Apple Auctions that you should definitely check out.

She also has a FREE Auction Item Guide (listing the 100 best-selling items to sell in your benefit auction) here.

Thanks, Sherry, for sharing your time and knowledge with us! – Jim Berigan

A shoe store surprised me with a clever marketing message AFTER I got home.

You likely have a story about poor customer service. Many of us do.

But I’ve noticed some companies creatively finding ways to make their customers feel extra-special, even after purchasing a product. These ideas leave a positive, lasting impression.

Here’s one clever marketing technique you might adapt for use at your charity auction to ensure your gala keeps guests smiling, even after they’ve left.

By way of example, here are two stories from my old stomping grounds of corporate marketing.

Story #1

I bought a pair of shoes at a store called “Shoe Woo.” Once home, I pulled the shoebox out of the bag. A black message on the inside bottom of the white bag caught my eye: “You’ve been WOOed!”

I didn’t expect that at the bottom of the bag, and I couldn’t help but smile.

Story #2

While attending a sales-related conference, I heard a speaker share a similar experience. She had purchased a jacket from an outdoor apparel company.

The first time she wore the jacket, she put her hand inside the pocket and felt a small piece of paper. She assumed it was an inspection sticker. When she pulled it out to throw it away, she glanced at the paper and some words caught her eye:

“You are a goddess.”

Whoa, a goddess!? Her day was instantly brightened.

Key point #1: Ideas don’t need to add cost.

Shoe Woo has to print bags anyway. The outdoor apparel company has to package those coats for shipping anyway. Adding a message to the shopping bag or slipping a tag into a jacket pocket are minor tasks that leave major impressions.

Key point #2: The element of surprise.

Instead of giving guests your auction gift bag in a predictable way at the end of the night, what if the contents of that gift bag were delivered in a different way?

Gift bags are often handed to patrons as they leave the building. If guests must valet park, consider giving the valet the responsibility of leaving one gift bag in each car. What a nice surprise for your auction guests to find a gift in their car as they head home!

Although I’ve not seen this idea used at a benefit auction, I personally have been the recipient of the tactic.

A few years ago when I was still working in corporate marketing, I attended the opening of Fairmont’s Gold level in Washington, D.C. At the end of the night, the valet brought me my car.

As I was driving away, I noticed a lovely wine opener with a bow sitting in my cup holder.

I was excited to get home and take a closer look. The experience of the evening lingered with me beyond the hours of the party.

What other ideas do you have to ensure your charity auction lingers in each guest’s mind?

About the Author

Benefit auctioneer Sherry Truhlar’s advice has been seen in print (e.g. Town & Country, The Washington Post Magazine, AUCTIONEER) and on television (e.g. E! Style, TLC) where she inspires and teaches volunteers how to hit new fundraising records in their auction galas. Enjoy her FREE Auction Item Guide (listing the 100 best-selling items to sell in your benefit auction) at http://www.RedAppleAuctions.com .

Shrink those floral centerpieces at your benefit auction, by Sherry Truhlar

Benefit auction ideas: The “correct” way to thank donors by Sherry Truhlar

Your organization’s mission matters.  You know that.  Your staff knows that.  Your donors know that.

So… are you acting like your mission matters?  Do your fundraising activities reflect that knowledge?  Most organizations start-off with their mission front and center in their fundraising activities and appeals… but over time, too many non-profits turn to asking their board to strong-arm their colleagues, or to asking volunteers to move hundreds of candy fundraising bars or calendars.

I’m not saying that selling products to raise money is wrong, or that asking your board to raise a certain amount of money is a bad idea.  In fact, both tactics could be vital parts of your organization’s fundraising mix.  What I am saying is that once a non-profit  stops focusing it’s fundraising activities… all of it’s fundraising activities… on the organization’s mission, it becomes increasingly difficult to engage and motivate donors and prospects and keep the non-profit moving forward.

Mission-Based Fundraising is Sustainable Fundraising

Strong and vital organizations need ongoing bases of financial support: people, companies, and other non-profits that support the organization year in, year out, for multiple years.  The best way to ensure that prospects become enthusiastic and long-term donors is to make sure that one of the primary reasons donors give is because they understand and appreciate your mission.

Asking someone for a donation because they “owe you one” leads to a one-year donation.  Asking someone to give because your mission matters… and taking the time to show them why it matters… leads to long-lasting support.  Mission-based fundraising is sustainable fundraising.

How to Put Your Mission Front and Center

Any type of fundraising can be mission-based fundraising.   Personal asks, fundraising events, and letters can be mission-based.  So too can emergency appeals, bake sales, bingo nights and candy bar drives.   What is important isn’t what type of fundraising you are doing.  What is important is that you make some effort to explain your mission to each donor (or participant, or purchaser) to help them understand why their financial support is so important and makes such a difference.

For a personal, one-on-one ask, this is easy.  For an event, it means reserving a part of your program to talk about your mission.  For a bake sale, it means having signage and volunteers on hand to explain why your non-profit is having a bake sale, and who benefits from the proceeds.

Ultimately, the more mission-based your fundraising becomes, the more viable and prevailing your non-profit will be.

Anytime I’ve been out shopping the past few weeks, it’s been tough to miss that that October is “breast cancer awareness month.” Our local grocery store is even doing big displays and calling it “Pinktober.”

Over the years cause marketing campaigns like these have grown steadily and with good reason.  They can be a great source of funding, brand building and cause awareness for the charity.  Benefits for corporations include increased sales of merchandise and public relations.

Nonprofits often seek corporate partnerships primarily for funding reasons.  The most common program involves co-branded merchandise, such as food items, clothing or other retail goods sold to consumers.  A portion of the proceeds then benefit the charity.

The definition of cause marketing, according to Wikipedia, is:

a type of marketing involving the cooperative efforts of a “for profit” business and a non-profit organization for mutual benefit. The term is sometimes used more broadly and generally to refer to any type of marketing effort for social and other charitable causes, including in-house marketing efforts by non-profit organizations. Cause marketing differs from corporate giving (philanthropy) as the latter generally involves a specific donation that is tax deductible, while cause marketing is a marketing relationship generally not based on a donation.

While these campaigns can be beneficial, a nonprofit-business partnerships should not be entered into lightly.  They require time, effort and often upfront costs to be successful.   So you can consider whether this may be a right for your nonprofit organization or business, this article offers a basic primer, including some examples and resources for further research. (Click here for a printable version.)

Cause marketing partnerships must be win-win-win

You’ve probably heard of the biz jargon called “win-win” where both parties in a business transaction must benefit equally.  In cause marketing this is certainly the case.  I often hear from nonprofits who want corporations to “show them the money” and don’t take the time to look at it from the business’s point of view.  There must be financial, PR or some other advantage to the business in order for them to participate in any partnership, from the simplest event sponsorship to a national cause marketing campaign.   There is often a third group that must be considered, consumers, and if this promotion benefits them.

The best cause marketing campaigns benefit all three groups. As Gennefer Snowfield says, cause marketing “must be a) transparent, b) authentic, and c) integrated. The belief is that if a cause marketing initiative upholds these tenets, it will be effective in connecting the consumer, company, and cause in ways that benefit all parties.”

Benefits for nonprofit organizations

While the main factor for many charities is funding, other benefits may include improving name brand awareness or cause awareness.  The nonprofit should have one primary goal for the campaign though.  Is it short term fundraising, a long term funding partnership, public awareness or something else?  Decide on this goal first and it will inform the rest of your decision making.

Here are a few questions to consider when evaluating potential partners:

• Who is our target market for the campaign?
• Does the company already reach that market?
• If a product is involved is it a good fit with the values our organization represents?
• Does the company itself line up with our values, mission and goals?
• What other nonprofit partners does the company have?  Are we in good company? Or are there too many other partners so that we may get lost in the crowd?
• If the campaign is primarily targeted toward consumers, does the company have the distribution and customer base needed for the campaign to succeed?
• What is the time frame for implementation?  Are we looking for a launch date within a few months? Or do both sides have the time and commitment level to invest in a campaign that requires a long term approach?

Alex’s Lemonade Stand Foundation (ALSF) provides a great example of cause marketing through product sales.  This foundation supports efforts to find a cure for childhood cancer through simple, grassroots fundraising and advocacy.  Support comes especially from children who are inspired by the founder Alexandra “Alex” Scott who simply wanted to help other kids like herself who were battling cancer. I’ve been following them for a few years and am constantly amazed by the creativity used by this foundation to fund their mission.

This year they partnered with candy brand Mike and Ike for special edition flavors with ALSF branded packaging.  The timing of the product release was intentional: September was Childhood cancer awareness month.  Like most product based cause marketing campaigns, a portion of the proceeds from sales went to the nonprofit. One very smart move from ALSF was securing a minimum donation of $100,000 per year to the foundation.

This campaign facilitated the goals of significant funds raised and publicity by using a product that tied in to the nonprofit’s lemon themed branding.  While I had seen Mike and Ike before I’d never purchased any until I heard about the ALSF promotion on Twitter.   Next time I was at Walgreen’s I made a point to get my hands on a box.  Judging from the number of other flavor varieties the company sells, this promotion also seems to align closely with Mike and Ike’s strategy of having many different flavor boxes to choose from.  There’s not much doubt that I enjoyed the candy, as the next time I was at the store another box landed in my grocery cart.  Will I buy other flavors of this candy in the future?  Quite possibly.  Which leads us to our next important factor about a cause marketing campaign: benefits to the business.

Benefits for businesses

As I mentioned earlier, the business must have a reason for entering into this agreement or it will simply not work for them.  After all, companies are in the business of making money, not giving it away.  Just like nonprofits, the business should have a specific goal in mind for the partnership.

Here are some of the potential benefits to businesses for entering into a cause marketing campaign:

• Sell more of an existing product by giving it a new spin
• Create new products to generate consumer interest in the brand (improving sales in the process)
• Retailers may wish to see more foot traffic into their store
• Public relations, the “halo effect” of being associated with a good cause
• Improve employee morale; team building

Cause Marketing Forum reports that another reason companies are turning to cause marketing is because “research shows that many of today’s consumers demand more than just a quality product or an amusing commercial – they want to buy brands that resonate with their values.”

Republic of Tea has produced several nonprofit related products over the years including Sip for the Cure benefiting Komen, promoted during October for Breast Cancer Awareness Month.   For this illustration though I’d like to highlight another of the company’s nonprofit partnerships, a line called Little Citizen’s Herb Teas.

Earlier this year Republic of Tea sent me a sample of the Strawberry Vanilla flavor.  I don’t do coffee, but I love hot tea in winter and iced tea in the summer.  This is a deliciously sweet flavor that I’d definitely recommend. $1, or roughly 10%,  from the sale of each tin supports Room To Read in their mission to educate children around the world by building schools, libraries and providing educational materials for developing countries.

I recently checked in with the company to find out how the campaign was going.  Here’s what Marideth Post, “Minister of Enlightenment” at The Republic of Tea had to say:

The Little Citizens’ Herb Teas exceeded our expectations. First, we blended enough tea to last us six months – we sold through it in three months – quickly made more. Our commitment to Room to Read was to build two libraries in South Africa in 2009 – we’ve already raised the funds to do that and will likely put three more outside of South Africa. Most of all, our entire company is behind Room to Read – we attend and host their local chapter events, we’ve made presentations on behalf of Room to Read throughout the US and we had founder, John Wood as the guest speaker at our annual company meeting. It’s been a perfect partnership.

While company leaders must be pleased to see such impressive sales figures, it’s clear that this is much more than just another product line or sales tactic for them.  The Republic of Tea has seen a positive impact on the company culture, building employee morale in ways than a “team building day” could not. While these types of benefits may not be easy to quantify on a sales chart, they have lasting implications nonetheless.

Benefits for Consumers

Whether your campaign involves a co-branded product or not, the viewpoint of the consumer must be taken into consideration.  What level of involvement does the public play in this campaign?  Are you asking them to buy something they wouldn’t normally just because it has your logo on it or helps fund your group?  Will the consumer perceive that participating is beneficial to them?

Also consider how easy is will be for people to participate in the campaign.  While programs such as Yoplait yogurt’s pink lids and  have been successful, be careful about requiring additional action on the part of the consumer past the initial purchase. Box Tops for Education is a similarly structured program where proof of purchase must be turned it.  However, specific schools benefit and consumers see a direct benefit from participating.  I’d be much more likely to cut out and mail labels when it benefits my child.

Campaigns that offer tangible benefits to the consumer may see greater results.  Here’s a great example:

While October may be “think pink” month for breast cancer awareness, for Boston Medical Center (BMC) it’s all about Halloween Town.  This is a huge community wide carnival organized by BMC.  There are multiple benefits for all involved — BMC as the nonprofit beneficiary, retailer iParty as the headline sponsor, other businesses who participate and the public who attend.

One of the ways that they publicize the event, and raise funds for BMC, ahead of time is through the pin-up campaign.  You’ve likely seen many different types of point-of-sale card promotions at retail stores since many charities do them.  Cashiers simply ask customers if they’d like make a small donation and write their name on a colorful, theme shaped card that’s then placed on the wall.  For most programs that’s where it ends.  (If it begins at all.  What incentive does the donor have other than giving to a “good cause” they may or may not know anything about?)

The campaign that BMC conducts has a significant advantage that I have never seen other groups use.  They actually provide real benefits to the donor in exchange for their gift!  Each pin-up has a tear off portion with valuable coupons including discount admission to the big Halloween Town event.

But wait, there’s more.  There are benefits for the businesses as well.  First it’s brand advertising and promotion right on the cards.  Then when customers use these coupons at their store, they benefit from increased foot traffic and sales.   Retailers can track how many coupons were used and the exact financial impact it has on their business.  This can greatly encourage sponsors to get on board next year.

Joe Waters, marketing director at BMC describes the campaign in greater detail on his blog with Countdown to Halloween Town: Pinups to the People.

Motive matters

It’s important to consider how a cause marketing campaign will be received so you can head-off potential objections from all three of your stakeholder audiences.

Unfortunately some potential criticisms have grown out of legitimate concerns from actual marketing promotions. Especially with the pink for breast cancer type campaigns, there are manufacturers that have jumped on the bandwagon, producing pink themed merchandise.  Wholesalers can sell these items to organizations or individuals who then use them to raise funds or as thank you gifts.  On the other hand there are many items that end up in retail store shelves that provide no financial benefit to any charity at all.

Other times you will see labels on merchandise stating that the brand “supports breast cancer awareness.”  That’s fine, but it’s a rather vague statement isn’t it.  Many consumer will not think twice about it.  Call me cynical, but when I see something like that I wonder, how do they support it?  Are they donating money or simply saying they lend support as a marketing line?

These types of actions have even led to terms such as pinkwashing and greenwashing which refer to gray area or even unethical tactics on the part of corporations. In response, the Think Before You Pink campaign calls for “more transparency and accountability by companies that take part in breast cancer fundraising, and encourages consumers to ask critical questions about pink ribbon promotions.”  I’m sure watchdog organization exist for other causes as well.

Since this article is addressed to you, good citizen with pure motives, I bring up this negativity with the purpose that you are aware that criticisms, both well founded and not, are out there.  With such knowledge you can be sure from the start that your campaign is sound and shows the best face to the world.

Here are some suggestions for proactive steps you can take to address concerns and prevent misconceptions:

• First of all, the planning team (both parties: the nonprofit and the business) needs to be clear on their respective goals and objectives right from the start.  When goals are clear and all of the potential issues are considered, many pitfalls can be avoided in advance.
• Reach out to the nonprofit’s most vocal supporters and ask them in advance their opinion of the campaign (focus groups, online surveys, board meetings, etc.) before committing.
• Be prepared to walk away from a deal that would not be in the best interest of your nonprofit.  Jocelyne Daw author of the book Cause Marketing for Nonprofits says, “Be sure the company you work with really “walks the talk” in its support of your mission and the greater community.”
• Demonstrate the results of your campaign:
  • In the first year prove in advance that the campaign is solid.  As mentioned earlier, Alex’s Lemonade did this by securing a minimum commitment from Mike and Ike. It says so right on the back of the box!
  • In subsequent years tell consumers what the partnership has produced for the nonprofit in the past.  Hit multiple communication channels including product packaging and press releases.
• Provide information and step-by-step instructions for partners. For example, if your promotion depends on retail sales people connect with them before, during and after the campaign.  Make sure they have the information needed to support your efforts.  Are they familiar with the cause?  Can you show a video at staff meeting to familiarize them?  Say thanks for their help in advance with something special like a t-shirt or a free sample. Remember, they are your ambassadors!
• Follow up after the campaign with business partners. Show appreciation to corporate partners at all levels and let them know how their participation matters in your cause.
• Monitor the web for mentions about the campaign using tools such as Google Alerts and Twitter.
• Publicize results through the media: press releases, on your websites, social media.  Public relations at every stage of the program will help boost public confidence and reduce the possibility of negative reactions.

Where to go from here

Cause marketing can be an effective strategy for nonprofits large and small.  Alex’s Lemonade is a relatively new foundation and yet has made great strides with fundraising and publicity not just with Mike and Ike but also branded merchandise.  I saw them with yellow and pink lemonade rhinestone jewelry on QVC a few weeks ago!  A point-of-sale card program is a great start for many local organizations.  To see how a small organization implimented this strategy, see Joe Waters blog post about Jake’s Ride.

The Cause Marketing Forum has a yearly conference with awards for best in cause marketing.  They also offer telesclasses and informative updates throughout the year.  Here’s a great list of links to more case studies, tips and tactics that they have compiled: Cause Marketing 101.

Jocelyne Daw’s book Cause Marketing for Nonprofits explores the values driven approach to cause marketing. She describes the different types of campaigns, with case studies, and how to plan and execute them effectively.

Like to print this article for reference later?  Here’s this guide in PDF format (if you save and read on your computer links are all clickable): Step by Step Fundraising Guide to Cause Marketing

A popular way to raise funds is to offer patrons of a store or restaurant the opportunity to purchase ‘cards’ for a minimum donation (usually one dollar) that are then placed on display. Usually the cards are in color and in the shape of something related to the organization, or a symbol such as a four leaf clover if the promotion is around St. Patrick’s Day.The person who makes the donation is usually asked to sign the card before it’s put on display. However, there may be people who would be more motivated to make a donation if they were able or encouraged to do so in someone else’s name. There could be a place on the card that says “In Honor of” and this could be circled and the donor could then write the honoree’s name.

Placing the emphasis on honoring and memorializing others can also play a part in increasing the number of donations received. If when the cashier asks the customer if they “would like to donate in honor or memory of someone”, the customer will naturally think outside themselves. Placing the emphasis on the honorees also reinforces what the donations go for.

This honoree option for gift cards is especially applicable to causes that affect a large number of people, such as cancer, heart disease, or military “support our troops” type organizations. I can personally think of several people in each of those categories that I could honor with a donation. Many other groups could adapt this strategy as well. For example, a humane society could sell “paws” and the honoree could be the donor’s pet.

The gift card displays are excellent ways to raise additional money and create awareness of your fundraising event at the same time. For example, if you are holding a 5K run, ask an area business or restaurant to solicit the card donations on your behalf and have brochures to sign up runners and walkers at a cashier stand display. The more cards are sold, the more aware other patrons will be of the event. When an entire wall is filled with little running shoes, everyone will notice!

One organization that has created their own card program and been very successful with it is Homes for Our Troops. This organization builds or modifies homes for service men and women who have been wounded in military service. The group has partnered with the Texas Roadhouse Restaurant for this and several other fundraisers.

Homes for Our Troops provides a great example of a card fundraiser. First, you don’t have to get cards at many locations to raise a lot of money. Just find one business who’s really excited about helping your cause!

Secondly, combine the card promotion with another fundraiser. One of the Texas Roadhouse locations celebrated their one year anniversary with a concert and outdoor BBQ with all ticket sales benefiting Homes for Our Troops. The card donations combined with the concert and a raffle raised $37,000.

With a little creativity and the right business partner, your organization can hold its own card fundraiser program.

When non profit organizations seek to find businesses to provide donations the first ones discussed are often large corporations. It’s true that retailers like Target and corporations like Microsoft have community grant programs.

But don’t over look the local small business owners right in your area. These entrepreneurs often enjoy the opportunity to give back to thier local community. These are also the businesses that benefit most from the advertising and promotion possibilities that a partnership with a non profit can provide.

Cathy Bentley’s coffee shop in Capitola, CA has partnered with a local school to provide them a fundraising opportunity and help her shop boost sales at the same time. It’s a win-win situation.

To Cathy Bentley, coffee is more than a drink she serves; it’s a way for her to give back to the community that has supported her Capitola Village shop.

Bentley, owner of Capitola Coffee Roasters, has an unusual way of helping local students raise money for programs and activities.

Her coffee fundraising program lets students pocket 50 percent of the price of each bag of coffee they sell.

Her program is similar to selling candy. But instead of chocolates, students pre-sell 12-ounce bags of her three specialty coffee blends for $12 each. “My philosophy is I want to support my community,” she said from her shop, where she roasts her coffee. “This is the way I can do it.”

Source: Santa Cruz Sentinel – Capitola coffee shop perks up school fundraising

So how can non profits connect with business owners who would be willing to set up a fundraiser? Just one way — ASK.

Retail stores and restaurants often have an incentive to set up a non profit partnership. They always like to see new customers coming through the door. They are usually the best ones to contact for auction or raffle items.

There is one catch though. Whatever you offer to the company has to be of real value to them. Business owners, even locally owned businesses receive many requests for donations. Make your offer stand out by showing how it will be a true partnership. Fundraisers that are designed to send customers their way, like the coffee shop fundraiser, often offer the most benefit to the business. Approach the business with a general idea and then be open their ideas and what will work best for them.

Finally, the best local businesses owners to approach are those that have a connection to you, someone in your organization or to the cause itself. People who know, like and trust you are more likely to be open to helping.

The Republic of Tea company is partnering with the Susan G. Komen Breast Cancer Foundation to raise funds for cancer research with the Sip for a Cure program.

The tea company created several specialty flavors of bag tea just for this campaign including grapefruit, pink rose, pink lady apple, and lemonade. Other products in the campaign include bottled tea and marmalade. A portion of the revenues from all Sip for the Cure products sold are donated directly to the Komen Foundation, with nothing to mail in and no response required from customers.

In the past few years The Komen Foundation has actively pursued corporate partnerships in order to raise funds. The type of partnerships established by Komen can be a good lesson and example for other non profits.

It is always important that a partnership program between a business and a non profit organization be of benefit to both organizations. As in the case of The Republic of Tea, the tea company benefits by an increase in product sales with some positive PR in the process.

While the amount donated per item may be small, the volume of sales could add up to a large donation to the foundation. In fact, for 2005, The Republic of Tea has guaranteed a minimum donation of $50,000 to the Komen Foundation through the Sip for the Cure program. The company has a long term goal of $1 million in donations to the Komen Foundation and has contributed over $420,767 as of this August.

The Komen – Republic of Tea partnership demonstrates the power of corporate sponsorship programs. When non profit organizations partner with large companies with national distribution or outlets they can benefit from the volume of business that the company is already doing. The foundation receives additional advertising and exposure at no cost to them.

Partnership with smaller local or regional companies can have similar effects when the relationship between the two groups is strong and the program well designed and organized.

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