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By Tony DeMasi, editor
mericans tend to be very generous people when it comes to giving to
charities. According to a new Wall Street Journal Online/Harris
Interactive Personal Finance Poll, an overwhelming majority (83%) of
U.S. adults say they have contributed to a charity in the past 12
months, with about one-third of adults saying they contributed to religious,
hunger and food-related, or health and disease-related charities each in the past
year. The average total giving among those making contributions in the past 12
months fell to $1,220 from $1,352 in 2005.
When asked about their top three motivating factors, three in four (76%)
adults say they contribute to charities because they think it's the right thing to do,
and those with household incomes of $75,000 or more are most likely to share
this opinion (84%). Slightly over half (52%) of adults say they are motivated to
make contributions because they believe it will make an impact, while few view
employer encouragement (6%), media attention (2%) and pressure at fundraisers
(2%) as being strong motivators for contributing. Over one in four (26%) of those
making over $75,000 per year are motivated because of the tax write-offs (compared
to 15% of total).
Retirees are much more likely to have contributed to charities on the whole
(90%). Compared to the other employment groups, more retirees have contributed
to religious charities (47%) and disaster relief (34%) in past 12 months.
Students are least likely to make charitable donations overall (30% have made no
contributions in the past 12 months), but a notable 14 percent have contributed
to the arts over the past year. There has been a slight decrease in charitable contributions
in the 18 to 34 age group over the past year (74% in 2005 vs. 70% in
2006), but their contributions to hunger and health-based charities have dramatically
increased (hunger 17% in 2005 to 27% in 2006; health-based 17% in 2005
to 26% in 2006).
What does all of that mean to you? If you’re marketing savvy, plenty. Many gift
manufacturers have tie-ins with charities. Through licensed designs or other means,
they donate a portion of the proceeds of the sale of each item to that specific charity
or cause. Customers love the fact that their purchases are also helping a cause.
Beware though not every cause might be a cause your customers will accept.
Generally speaking, the more well known the cause, the better customers will
accept it. Top causes include St. Jude’s Hospital, the World Wildlife Fund and The
Make A Wish Foundation. Local causes tend to be favorable, too.
When at market, look for products that have charitable tie-ins. In addition to
helping the organization, theme items make great public relations tools for you.
Just about every charity or non-profit has a marketing department. Surely every
major gift manufacturer does, too. Contact them and ask for help in promoting
the fact that you are carrying their wares. They can probably assist you with marketing
ideas, display tools, etc. There’s also no reason why you can’t create your
own cause-related product. Pick out an item of which you have substantial stock
and deem it to be the fundraiser for a cause. The item could be anything, but
plush toys tend to be the most popular choices among retailers who have used this
idea. Notify customers that a portion of the proceeds of the sales of such item will
be donated to a charity. They’ll respond accordingly.
Some retailers have a “charity of the month” club.
Each month they select one item and each month the
non-profit getting the donation changes. It’s a successful
campaign for everyone.
It’s still trade show season. This month is especially
full, from coast to coast and around the world as well.
Take advantage of all the great opportunities these events
bring. Many manufacturers offer “show specials.” The
specials can range from free freight to free goods, from
dated billing to extra discount. All those things add up.
Attend the many seminars and special events show
producers hold. You’ll get a lot of information and
ideas. I’ll be giving a few seminars. Here’s my schedule
for February:
Orlando Gift Show, February 4, “Hot Trends for
2007”, 10 a.m., Orange County Convention Center.
Memphis Gift Show, February 17, 9 a.m., “Counter
Intelligence,” Memphis Cook Convention Ctr.
Halloween and Party Show, Feb. 23, 1:15 p.m.,
“April through October Marketing Ideas.”
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