Are you looking for a way to grab the attention of potenial supporters? Alexandria Brown demonstrates how avoiding pain is a great incentive for consumers, even when the topic is charitable donations.

“Should You Market to Pleasure … Or Pain?”
by Alexandria K. Brown, “The E-zine Queen”

One day a few months ago, I emptied my mailbox after being away for several days.

Because I give regularly to charities, I seem to be on the mailing lists of every organization in the world. So there were plenty of solicitations to sort through.

Usually I toss most of the envelopes I receive, the ones with generic messages on them like “help us today” or “give to save the… [insert ‘children’, ‘animals’, or ‘forests’ here]”.

But one envelope caught my eye. It was an unusual beige color, it had a picture of a cute little dog on it, and it said in bold letters, “Don’t let what happened to Coco happen again.”

Because I was curious who Coco was and what happened to him, I opened the envelope.

The letter told a true story of animal abuse so horrific that I burst into tears for that poor little dog. It ended by explaining how I could help prevent this from happening to other animals by donating to their organization.

I can tell you I never whipped out my checkbook so fast in my life.

But why this time?

Why had I ignored all the other mailings that simply asked for my help?

Because this one made me FEEL.

It told me a shocking true story. It struck a deep nerve in me that brought out my rage regarding this topic. Suddenly it was personal, because it touched on my pain.

You see, all marketing plays on either pleasure or pain.

It seems to me that most marketing plays on pleasure. For example, cosmetic companies show women how gorgeous and young we could look if we only used their products. Car companies show us how sexy and powerful we’d feel if we buy that sports car we can’t afford. And beer companies convince men that they’ll magically attract hot chicks if they only drink a certain beverage.

But…

Sometimes “Pain” Works Better

Some businesses will do BETTER by marketing to people’s pain. For example, a TV commercial for a de*debt consolidation service shows a couple arguing over money while their children listen from the other room, looking scared. An acne medication ad shows a teenage girl staying home from the prom, crying because she’s got a few pimples.

And if you think about it, most of us don’t take action on things until we feel pain. For example, a friend of mine didn’t take control of his finances until he was nearly bankrupt. And a couple I know didn’t hire a marriage counselor until they were ready to split for good. My sister didn’t look for a better job until she couldn’t stand the one she was in anymore.

So, follow along with me here…

Are your prospects more likely to actually buy your product or hire you based on wanting pleasure … or to move AWAY from their pain?

For example, a dating coach may have more success in her marketing with statements like, “Are you sick and tired of sitting home lonely on Friday nights? Attracting the wrong men for you again and again? The clock is ticking - have you met Mr. Right yet?”

The idea is to touch on people’s pain, then show them that you’re the solution.

Another example is an auto repair shop that marketed a free report, “10 Ways Not to Get Ripped-Off Next Time You Get Your Car Fixed”. Not only did that touch on most folks’ fear of getting ripped off, but it also positioned them as an authority on the subject!

For those of us who are naturally positive people, marketing to others’ pain may seem initially uncomfortable. But you’re doing them a favor! By helping them realize what’s wrong in their lives, their businesses, or the world, you’re also showing them how they can fix it. You’re actually helping them “see the light”.

Marketing to people’s pain can make for dramatic results when done right.

What State of Mind Are YOUR Prospects In?

Think about your target market right now. What state of mind are they in when they are considering hiring you or buying your product? Are they more likely to take action to gain pleasure? Or to make the pain they’re in go away?

If the answer is different than what you’ve been doing, try changing the angle of your marketing for a while.

You may find that a little pain is the best thing that ever happened to your business. : )

© 2005 Alexandria K. Brown ~ Reprinted with Permission

About the Author: Online entrepreneur Alexandria K. Brown, “The E-zine Queen,” is creator of the award-winning ‘Boost Business With Your Own E-zine’ system. To learn more about this step-by-step program, and to sign up for her FREE how-to articles and FREE audio class, visit www.EzineQueen.com

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At the age of 61, Mike Monk is not only getting ready to retire, he’s also training for his first marathon. One his long held dreams has been to participate in the London Marathon, one of the world’s largest running events. Now that dream is finally coming true, as he runs in support of one of his favorite charities, St. Wilfreds Hospice.

Read Mike’s humorous and heart warming story about training for the London Marathon.

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So look for a challenge I thought. Okay join the local running club, which is based at my Leisure Centre, so no excuse not to turn up. Oh no - they then asked me to become club President - no pressure there then!!

That was 5 years ago when within 4 months of joining the club I staggered round my first 10k local race. I remember it well as I was “chased” by a man dressed as a dog who was collecting money in a bucket - it would be too embarrassing to be beaten by a dog especially as it stopped quite often to accept money from the spectators! Anyway I sorted him out by phoning the local dog warden to complain about a wild dog chasing me along the sea front -it was last seen being bundled into a van!

So feeling tired but elated that not only had I raised money for charity but I had completed the race in one piece. Little did I know that the following week the club started its training for the Great South Run (Portsmouth) which is 10 miles and to me totally out of the question. But now I was caught partly because as Club President I felt I had to show leadership by actually running and secondly because it had helped me lose some weight and reduced blood pressure and levels of cholesterol (well you can’t eat too much when you are running can you?!) That was 5 years ago and since then I have kept on going and whenever possible raised money for charity. Not only did I manage to drag my small, but perfectly formed, body around the 10k and 10 mile courses I have completed two half marathons. Each time I finished I used to say to myself “how on earth can anyone run twice as far?” My last half marathon was in Vancouver on the day we flew back to the UK from holiday in June. Big mistake!

So here I am in 2005 about to run/walk/stagger my first marathon - and what a marathon to attempt. I will be running and raising funds for our local Hospice, St Wilfreds. It has always been a long held ambition to attempt the London. Each year I watch highlights on TV wishing I could be a part of this great event. Applications have failed over the years - “thank goodness” I used to say to myself as I said to friends how disappointed I was to be rejected once again!!

Then in January I was dealing with the local Hospice, St Wilfreds, and jokingly said how “gutted” I was that they didn’t offer me one of their “gold” places. Then halfway through February they rang me to say they had a place for me! Well I couldn’t exactly turn it down could I? Just think of the lose of face I would suffer especially as I had made it known how fed up I was not to have got a place!

Panic, panic! All my other club runners (we have now got 26 running in this year’s race!) had been training since December and I was about to start! “Buy some new shoes as yours are worn out,” I was advised. So I did and stupidly ran 13 miles ending up with blisters. Anyway I am gradually increasing the length of time on the road as the clock ticks. I am not panicing yet as I am too busy finishing off various bits of work before I retire as Manager of the Arun Leisure Centre. Oh yes, and of course I am still on call as a local Coastguard. The local paper did a big item on me - retirement and marathon - and it’s amazing how generous people are donating money for this worthwhile cause. Many of us know friends, colleagues and family who have benefited from the care provided by a Hospice.

Am I worried about the race? I would be daft if I wasn’t! Will I get round? Of course I will - there are too many people checking their TV sets to get a glimpse of number 47,080! Will I raise lots of money for the Hospice? Well of course. Will I enjoy it? I sincerely hope so. Will I do it again? I know I am mad to do it at the age of 61 but I am not that mad!!

And now the rest of the story… read about Mike’s race day experience!

About the Author: Mike Monk is a man of many talents, president of his local running club, soon to be retired leisure center manager and a coastguard. He resides in the seaside village of Felpham, West Sussex, on the southern coast of England.

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Forum for Fundraising offers a wide variety of seminars for fundraising professionals. These high quality seminars are taught by the most well respected and experienced professionals in the field of non profit management and fundraising.

Upcoming Teleseminar:

The Mercifully Brief, Real-World Guide to Raising $1,000 Gifts by Mail
March 31, 2005 at 2:00 PM Eastern

Presented by Mal Warwick, Chairman & CEO, Mal Warwick & Associates, Inc.

View the Entire Seminar Calendar

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Several newsletter subscribers have written to me asking about corporate sponsorship from the business’s point of view. If you own, manage or are in a position of influence at a company, consider partnering with a non profit organization.

Both NPOs and businesses should always keep in mind that such partnerships should be a win-win situation for both parties.

Boost Your Business by Partnering with a Non Profit Organization

Is your business looking for new and creative ways to gain publicity
and build your customer base? Partnering with non profit organizations
may benefit your business in many ways.

Why business owners and managers should consider supporting non profits
as part of their marketing strategy:

1. Advertising opportunities are usually offered when non profit organizations request corporate sponsorship. Types of advertising may include a business card size ad in a program, a sign at an event, or your business name mentioned in radio or TV ads.
2. Partnering with non profits increases public relations and a general feeling of goodwill toward your company.
3. Participating in the planning of non profit events, attending an event, or volunteering your time increases your opportunities to meet potential customers.
4. Finally, there are tax breaks for donating money to a charitable cause. Check with your accountant for more details.

There are many ways that business owners can partner with non profit
organizations in order to reach more potential customers.

Volunteering Your Time

Volunteering your time to help a non profit cause will give you an opportunity to develop relationships with non profit leaders and volunteers. You can work on volunteer committees, planning events, or even just stuffing envelopes.

How about donating an hour or two to man the phones for MDA on labor day weekend, a public television drive or another telethon? How about staffing a booth at a school carnival? Savvy business people see such volunteer activities as opportunities to connect with other business people, network and build relationships with potential clients.

Donating Merchandise

Many non profit groups hold live and silent auctions or need door prizes for their events. This is an opportunity for you to show potential clients your merchandise or sample your services. This strategy works well for many types of businesses, here’s some examples:

• A photographer donates a gift certificate AND loans the NPO a large scale portrait from their portfolio. Even if someone does not win the gift certificate, they may be impressed with your style of photography and call to set up an appointment anyway!
• Restaurants have an easy way out on this one! Donate a gift certificate to the non profit organization. The receiver gets to sample your food, service and atmosphere. Who knows, you may have just gained a customer for life!

Financial Donations

Donating a financial gift to a charity of your choice may have advertising
and tax benefits as discussed earlier. Attending Non Profit Events Charities
host a variety of fun events such as arts festivals, dinners, galas,
casino nights and auctions. Participating in a charity fundraiser or
other event will give you an easy way to donate financially to the group.
Events also provide time to build relationships with other business
people and potential clients, in a fun relaxed environment.

Donating Facilities

Does your company have a gym, banquet facility or auditorium? By donating
or offering a reduced rate to non profit organizations, you may receive
great public relations and word of mouth advertising benefits in return.
Here’s a great example: A bowling center in Florida offers their facility
for students to hold a bowl-a-thon. Students get per pin pledges prior
to the event. According to owner, Lisa Ciniello, “The Bowling Centers
do not make alot of money, but we encourage these events as it gives
great exposure. In our locations we charge $5.00 to $8.00 per student
and no charge for rental shoes.”

Connecting With Your Community

One of the best ways to find opportunities to donate to non profits
and network with other business leaders is to join a civic club or chamber
of commerce. These organizations meet 1-4 times per month in your local
city. They usually have a small list of favorite charities or support
their own foundations. A few of the civic clubs that you may want to
consider joining:

Optimist International
Lion’s Club
Kiwanis International
Business & Professional Women

Finally, partnering with non profit organizations gives your business
a way to reach out to the local community. Your business can contribute
to the greater good and help many people, just by joining forces with
charitable organizations.

About the Author: Sandra Sims is dedicated to helping non profits
raise more for their causes. Increase your fundraising results now with a free copy of the special report The 5 Keys to Successful Fundraising.

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The parents commission at our school started very early this year planning our fundraiser. As we live in an island in the Caribbean, we organized a Carnival event which was held on Saturday January 22, 2005. Our school is celebrating it’s 50th Anniversary so it was a good opportunity to do something great with the kids and parents and try to get some funds out of it.

About Curaçao

We are a very colorful culture, it’s a very nice island just in front the coast of Venezuela, with the best port in the Caribbean and plenty of original conserved historical buildings.

We are a Dutch colony, and the official language at schools and government documents are in Dutch. On the streets we talk our native language which is called Papiamento, a mix of African, Spanish, English, Dutch and Portuguese. Between the ages 4 and 11 kids at school get lessons in Dutch and Papiamento and at the age of 11 kids start learning other additional languages such as Spanish and English. At High School you have also the choice to follow French and German lessons if you wish. As you may see we are a very multi-language culture. You can find out more about the island of Curaçao at: curacao.com

About Carnival

This is the Big Party of the island. During the whole year groups consisting of 100 members or more start organizing all kinds of fundraising (car wash, parties, selling of T-shirt with group logo etc) to get money for Carnival costumes. The cheapest costume to participate in the Grand Parade can be +/-USD 285.

Our Carnival is celebrating this year it’s 35th Anniversary. Before that time carnival was only celebrated by wealthy people and in private clubs in the island. In 1970 a special organization called “Carnival Foundation ” was instituted. This arranged for a well organized Carnival in the Streets of Willemstad, our capital. Since that time our Carnival has grown enormously. It’s the party where rich and poor people
meet each other and dance in the streets as two good friends. You can find out more about Carnival at: karnaval2005.com

About Our Fundraiser

The lighting parade lasted for 1 hour and 20 minutes. We started at 6:30pm and we walked around our neighborhood with the kids, parents, family, friends and with good music. We walked very slow in the streets of the neighborhood in order for the 1st, 2nd and 3rd graders not to get tired and that they could pick up with the parade. Distance covered was 3km.

We had two D.J.’s on a truck and they were playing old road marches/ carnival songs. Kids and parents jump and dance the whole way. Dancing in the streets is commonly called Jump Up, and if you are dancing the premises of a building is called Jump In. We organized a combination of all three: Lighting Parade, Jump up and finish it with a Jump In.

During the Jump In, the D.J. continued playing in the premises of the school and we sold all kinds of Fresh Drinks, Beer and Food.

The money was raised by the sale of T-shirts, drinks and food. We printed 575 T-shirts which we sold for $3 US for the students and $6 US for parents, friends and family who wished to participate in the Lighting Parade.

Rosa’s husband Edward and kids at the Parade

Planning the Event

On the last day of school in December before Christmas vacation the Parents Commission prepared a letter in which they informed the parents regarding the Lighting Parade and at the same time we wish them all the best for Christmas and New Year.

On the first week of January we issued a new letter with all the details and at the bottom of the letter there was an order form for the T-Shirts. Parents filled in this form mentioning the number of T-shirts they wished to buy and the sizes they wished to get. Money and forms were turned in by January 12, 2005. Ordered and paid T-shirts were delivered at each class to the respective kid on January 21, 2005.

We also organized a sale of lighting/ glowing articles at school on Friday and Saturday. The profits obtained out of the sales were commission for our organization. We also promoted the activity thru the local radio station and newspaper in a special Carnival information page they have which is issued every day for free.

Conclusion

We feel the event was a great success. The money we got out of this project was not that much but we learned a lot out of it. It became a successful activity and all parents who participated in it requested to be repeated next year. We have been approached by a hardware shop in the neighborhood that wishes to sponsor our T-shirts next year.

For more success stories from real fundraisers with tips on how to duplicate their success check out the Step By Step Fundraising Guide.

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Choosing an unusual fundraiser will make your fundraising event more fun — and profitable. Using unusual fundraising ideas can instantly gain your group publicity, more participation and more funds raised. The more wacky and weird the fundraising idea is, the more fun and profitable it can be.

Here are two truly unusual fundraising ideas, submitted by eFundraising, that raised money — and people’s eyebrows!

1.”Sending the Principal to the Roof”

A school needed to motivate the kids to sell a lot of candy for their school fundraiser. Prize programs are all well and good, but the best motivation is for something to happen that money can’t buy. So the principal said, if all the kids sell 2 boxes each, he would camp on the school roof for the weekend. And this strategy worked, each kid sold an average of 3 boxes each. That Friday after school, no one went home right away, parents showed up to collect the kids - but all eyes were on the school roof. There stood the principal looking down, with a small yellow tent perched on top of the roof. All the parents and kids cheered. Yes the parents had bought a lot of the candy, just to see him keep his part of the bargain.

How to raise money with this unusual fundraising idea: This type of incentive would work with just about any sales fundraiser, and for a variety of organizations, not just schools. Choose a product, such as scratchcards, candy or brochure sales that will sell best to your supporters. Then set your fundraising goals — the date you would like the sales done by, and the amount of sales needed. Find the perfect person to “send to the roof” for a one night campout.

2. “Cow Bingo”

During the off season - a large football league needed to raise a lot of funds. They had found no luck with pizza, car washes, etc. so they thought of a really unusual fundraiser. They decided to arrange a “cow bet.” This basically involved painting a grid onto the field, with each grid having a number. People bought grids, sat back and waited. Waited for what I hear you ask…..well, a local farmer supplied a cow, very full of food. The winner was chosen by the cow, if you get my meaning, and took half the money.

How to raise more with this unusual fundraising idea: It would be easy to add additional fundraising programs to this type of fundraiser. How about hold multiple raffles, and announce winners every few minutes. If this is for a school sports team, sell spirit items or t-shirts.

Publicize Your Unusual Fundraiser Event

Both of these unusual fundraisers would be great opportunities for publicity for your organization. Be sure to send press releases, and place calls to your local newspaper and television stations. These are the kind of unusual human interest stories that the local TV stations love!

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