Let’s face it – marketing is HARD! Potential clients are inundated with ads while trends are constantly changing. Reaching people is more difficult than ever before. So, what can we do to find those clients? I’m sure you’ve heard the term “relationship marketing”, right? Consider a twist on this concept which I like to call “Hero Marketing”.
My journey into “Hero Marketing” began in 2001 when I adopted Jersey, a retired racing greyhound. By 2003, I had opened my photography studio and started integrating fundraising for animal resures into my business model. Over the years, these efforts have raised nearly $200,000! A significant impact that’s made my business a HERO for these charities.
But how can fundraising become a marketing effort? My concept: I am only one person and I need help with getting in front of people. The rescues are run by passionate volunteers and already have loyal followings. So, I team up with them! With every fundraiser, I lay out exactly how it’s going to work to create a win-win. The charity needs to be on board and agree to the terms – this makes it a success and we ALL benefit from this effort.
Initially, I ran calendar fundraisers starting around 2005. I supplied the charity with postcards – they mailed them out, handed them out at their events, and their volunteers brought them to pet stores to leave by the cash register for customers to pick up. I created website and social media graphics for them. I printed promotional (and adorable) bookmarks which were delivered to bookstores and libraries. I even had posters made that could be hung in store windows and on grocery store bulletin boards. I relied on the rescue to get the word out to their supporters and followers. I made it easy for them to do that by supplying everything they needed, except the manpower.
Fundraiser sessions took place in my studio with session fees waived in lieu of a donation to the rescue. I offered calendar fundraiser sessions calendars for one month, then one image from each session would be posted online for the public to vote on their favorites. We charged $1.00 per vote, and “stuffing the ballot box” was always encouraged. The image with the most votes would be the calendar cover and the next twelve would be featured inside, one per month. We raised enough money through voting to pay for the printing of the calendar. The rescue would then sell the calendars and keep all proceeds. Between session donations and calendar sales, they were able to raise thousands of dollars every year. WIN for them! And I was the HERO for raising the money while clients valued the charitable aspect of our work.
Clients were scheduled to come back into the studio about a week or so after their session to view and choose any images they would want to order. Sales were great for this type of event. So, introductions to clients who otherwise might not have found me, plus portrait sales, created a WIN for me!
When the pandemic hit, I decided to do something different. Rather than a calendar, I decided to step it up and offer a coffee table book fundraiser. This time, I took the photography outdoors with 100 sessions over 8 months, all over the Minneapolis-St. Paul area.
Four rescues were included for this project, each benefiting from two months of the fundraiser so they could direct their supporters to those months. This project charged a flat fee that included the donation, a printed photograph, and a copy of the finished book. During the sales appointment, they would select the image for the book, which was the same as their included print. This assured that everyone would come back to the studio to view and choose while encouraging additional sales.
With the book, the public voted again, still $1.00 per vote, to determine the top 10 images for the book cover. Then, a “celebrity panel” weighed in and selected the cover image of those top ten. I threw a Book Release Party at a local brewery, which was PACKED with clients and friends of clients. The cover image was revealed that evening and the books were available for the first time that night. People were lined up to get their copy, and many purchased extra copies for gifts. It was quite an event!
Again, the voting paid for the printing of the books, which were beautifully made by Marathon Press. All proceeds from book sales benefitted the organizations directly. Approximately $20,000 was raised that year for the rescues, and my sales were fantastic. It was a lot of organization and a lot of work, but WOW – talk about being the HERO that year! And several of those fundraiser clients have been into the studio for additional sessions: another big win.
Tips for Success
If you’re considering “Hero Marketing” for your business, here are some practical tips:
- Choose Your Partners Wisely: Work with reputable, volunteer-driven charities that align with your values. This ensures that funds raised make a meaningful impact.
- Plan Thoroughly: Detailed planning is crucial—from production timelines to distribution strategies—to ensure a smooth execution of your fundraising campaign.
- Create Compelling Products: Design products that resonate with your audience and showcase your skills while supporting the cause—whether it’s calendars, books, or other creative ventures.
- Separate Finances: To maximize tax benefits and streamline operations, consider client donation proceeds going directly to the charity rather than channeling them through your business.
- Celebrate Collaboration: Highlight the charity’s contributions and the support of their community. This fosters goodwill and enhances your brand’s reputation.
- Value Every Participant: Appreciate every client, regardless of their order size. They all contribute to your fundraising goal and can become repeat customers. People remember how you make them feel.
- Enjoy the Journey: Have fun with your initiatives. Embrace creativity, think outside the box, and take pride in the positive impact “Hero Marketing” brings to your business and community.
- Get the Press Involved: Don’t forget to send press releases. The press loves to support charitable causes, so TV appearances are easier to come by through “Hero Marketing”!
“Hero Marketing” goes beyond traditional advertising by infusing purpose and community spirit into your business strategy. By aligning your passion with charitable causes, you not only set yourself apart but also build lasting connections with clients and the community. So, take the plunge, make a difference, and watch how Hero Marketing can transform your business in ways you never imagined possible.
