Archive for charitable giving

About that Walking Billboard…

jack-o-smashMoving to California in 2002, I immediately heard about the region’s famous “green flash” at sunset.

Over the past 14 years I’ve seen it exactly never, though I remain ever hopeful.

To compensate I drink lots of Green Flash beer. The only green I see through my bloodshot eyes is the stuff leaving my wallet to pay the barkeep.

So it was with a certain amount of relief that I saw a green flash at Tuesday morning’s Rotary meeting in Rancho Bernardo.

What I initially thought to be a hallucination, though, turned out to be whirlwind Realtor Sue Herndon. Her screaming green T-shirt was touting this Sunday’s Jack-O-Smash fundraiser at Poway’s SportsPlex.

As she talked about the fun times ahead and the charities being supported, I took a moment to notice the dozens of company logos represented on her shirt.

Their support of the PoVa therapeutic riding program, the Abraxas High School Transitions Program and PUSD’s special education foundation told me these are good corporate citizens, deserving of my respect and patronage.

Which, by one of those strange coincidences of life, was EXACTLY what they wanted me to take away from the experience.

Okay, I confess … when I put on a T-shirt I don’t necessarily think much about whose name or logo is on it.

Yet I recognize that my wearing that shirt has two implications. First there’s the obvious marketing message.

But there’s a second layer that subliminally ties my reputation to the organization and sponsors represented on the shirt.

In effect, my wearing that T-shirt is an endorsement of everything said on it.

Whoa! When did getting dressed become so complicated?

Here’s the thing: there are dozens of organizations worthy of your business’ support within a stone’s throw of where you’re sitting right now.

Beyond finding a cause you believe in to contribute to, you’ll also benefit by finding one where your contribution buys you space on their T-shirts.

For a few dollars you may be able to arrange to have hundreds of people using their own credibility, reputation, and network to market for you.

As you develop your 2017 marketing plan, set some money aside to help the community while helping yourself.

Admittedly this isn’t a fancy or high-tech communications strategy. But people DO pay attention to these things, and it can be effective.

Getcher Free Puppy Here!!

puppy_love_theme-201597-1230259247Millions of US pets need adopting. Regardless of the breed or age you’re seeking, petfinder.com has it.

That’s where we discovered Buddy, a sweet terrier/bichon mix found walking the streets. Given the inexpensive preponderance of man’s best friend available at this web site, I never understood why one would spend thousands at a pet shop.

Still, my family and I would regularly visit the Escondido Mall pet shop to sigh over the dogs from Midwestern puppy mills. Then we’d go home with new appreciation for the furball patiently awaiting us.

When that pet shop closed, I suggested the Humane Society open a storefront there to give away animals needing adoption. Economics and logistics prevented the idea’s implementation, but the universe apparently welcomed it.

Today a shop called Escondido Pets sits at the same site. While the majority of their inventory is expensive, the front dozen slots are dogs available for adoption.

For around $100 a family can walk out with the sweetest faces and personalities in town. These are dogs that have lived in unpleasant situations who’ll never forget the value of a loving home.

The store manager advised me they’ve placed about 100 dogs since the first of this year.

By no coincidence, the dogs being adopted also need leashes, collars, cages, dog bowls, snacks, and toys. All are available there for immediate purchase.

Which means unloved animals are getting homes and the store is increasing market share while doing something admirable. Even if their other dogs are from puppy mills, Escondido Pets deserves kudos for helping unwanted pooches get adopted.

Regardless of what you sell in your own business, somewhere there’s a worthy cause that’ll benefit from your involvement and participation.

Try collecting spare change at your cash register for the March of Dimes. Or contributing goods and services to a silent auction at your church.

Regardless of how you get involved, customers will quickly link your name with the wider good you’re doing. They’ll also think of you first when they’re looking to do business in your category.

Helping those most in need is worthwhile year-round. Even if it cuts into the bottom line short-term, it’s potentially profitable over the long-run.

Because let’s face it: giving is good for the soul.

Beer: A Community Service

copy-Color-RBF-Logo-Web-Banner-2015I have two weeks to raise $1,250, and I need assistance.

This isn’t an email claiming I’m broke and lost in India. It’s a request to help our local community by drinking beer.

We’re obviously talking about Rancho Beernardo, the county’s only IPA festival. It’s sponsored by RB Sunrise Rotary and URGE Gastropub.

Full disclosure: I’m a club member…hence this plea for help.

It seems some genius decided everyone in the club must raise $1,500. Mrs. Marketing agreed we’ll cover $250 ourselves.

As for the rest…HELP!

The club expects to raise $100,000 this year, pouring it into scouting, YMCA, schools, and senior activities. We’ll build houses for the homeless, distribute dictionaries to third graders, and provide medical services to the poor.

We’ll financially support 20-30 organizations, plus provide hands-on help to Ronald McDonald House, PoVa, and others.

But we can’t do it all ourselves. You can participate in three different ways:

1)    Join us in Webb Lake Park on October 22, 2-5pm, for 50+ craft beers, savory foods, entertainment galore, and guaranteed fun.

2)    Market your business to 1000+ visitors. Six sponsorship levels are available, where $100+ will promote your name to very upscale attendees.

Sponsor benefits include free admittance, recognition in print, online, and at the event itself.

Oh yeah…did I mention you can be brewmaster for a day?  

3)    Send a donation to the RB Sunrise Rotary Fund at the San Diego Foundation to help wipe out polio.

Rotarians take the concept of “Service Above Self” QUITE seriously! All funds generated support local youth and community programs.

Now were I with another non-profit, I’d probably be ruffled by this request. After all, every group thinks their fundraiser is the most important one out there.

However, given the number and range of other groups this money will help support, your participation will help us AND them.

Furthermore, this is a golden (or amber) opportunity to target hundreds of local customers with disposable income. They’ll reward your business’ participation in the community with their patronage.

And I’m willing to venture the lifetime value of each new customer is significantly more than the cost of your sponsorship.

So for a good time, and to grow your business, plan to be part of Rancho Beernardo 2016.

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Want to join us for some beer? Get more information about the festival, or buy your tickets directly.

Interested in being a sponsor for Rancho Beernardo? Here’s all the information you’ll need:

Still have questions? Talk to me and I’ll get you fixed up.