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SolesSouls

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Changing the World One pair at a time. 4

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32

features: 8 soles4souls™ -

changing the world one pair at a time™

columns: 6 publisher's letter

7 contributors: who’s who in industry

14 networking: katya andresen of network for good

18 insight: giving incentives can drive giving

28 travel: travel incentives

20 marketing: re-thinking non-profi t gifts & incentives

22 incentives: incentives that give back

24 branding: branding fear

26 exhibit: case study for face to face marketing

31 ad-index

32 last word: strategic social marketing

19

24

Vol. 6, no. 06 2009

8

COVER & COVER STORY PHOTOGRAPHS PROVIDED BY SOLES4SOULS

4 Brilliant Results | June 2009 www.bri l l iantpubl ishing.com

MaKinG a Difference has been the underlying subject

of this year’s Brilliant results cover stories. in January focus

was the key to improving tradeshow results; February was

about getting motivated and making a difference by ‘paying

it Forward’; March saw two entrepreneurs saving the planet

one drop at a time; april was all about looking for the good in

bad situations and getting creative; May built on the creative

theme and stressed the importance of thinking outside the box

when evaluating your brand. this month our cover interview

with Wayne Elsey, Founder and CEo of soles4souls™ drives

home the message. in Wayne’s words if you want to ‘make a

difference’, “QUit taLKinG aBoUt it anD Do it.”

soles4souls™ mission is simple – they are “Changing the

world one pair at a time.”™ too often we get bogged down in

the details and ‘what ifs’ of life and let opportunities to make a

difference whether in our personal life, our business’s bottom

line, or in the lives of others and the world pass us by. no matter

what you are involved in at the end of the day it all comes down

to the nike slogan – Just Do it® – for those seeking difference

making change and success.

We hope that the soles4souls™ story will inspire you to go

to the closet, pack up the shoes you know you never will wear

and donate them to Soles4Souls™, it could be your fi rst step to

making a difference in both yourself and the world. at Brilliant

publishing, we are doing a company wide shoe drive, it is not a

diffi cult thing – any company large or small can do it and become

a part of a world that is better for your effort.

Whether in philanthropic efforts or business dealings, Brilliant

results want to inspire you to always try to make a difference,

otherwise seriously what’s the point? if after reading this issue

you are not inspired to do something...well then re-read the issue

and remember that you can help yourself and others to...

publisher’s letter

Brilliant Publishing LLC9034 Joyce Lane

Hummelstown, PA 17036Ph: 717.571.9233Fax: 717.566.5431

PUBLISHER / ADVERTISINGMaureen Williams

[email protected]

717-608-5869

EDITORIALEditor in ChiefMaryAnne Morrill

Senior EditorMichelle Donofry

Style EditorCharity Plata

Asst. EditorMolly Anika

CONTRIBUTING WRITERSMichael Merrick Crooks,

Mary English, Arnold Light, CTC, Martin LindstormBarry Siskind, Dr. Peter Tarlow

PRODUCTION / DESIGNArt DirectorJeremy Tingle

Brilliant Results is published monthly by Brilliant Publishing LLC,

9034 Joyce Lane Hummelstown PA 17036 (717) 608-5869; Fax#

(717) 566-5431. Postage paid at Mechanicsburg PA and additional

offices. POSTMASTER please send address changes to Brilliant

Results, 9034 Joyce Lane, Hummelstown PA 17036. Volume 6.

Number 06. Brilliant Results subscription rates: one-year $120;

Canadian $160 USD; one-year foreign $225 USD. All subscriptions

are non-refundable. Copyright © 2009 Brilliant Publishing LLC. All

rights reserved. The publisher reserves the right to accept or reject

any advertising or editorial material. Advertisers, and/or their agents,

assume the responsibility for any claims against the publisher based

on the advertisement. Editorial contributors assume responsibility for

their published works and assume responsibility for any claims against

the publisher based on published work. No part of this publication can

be reproduced in any form or by electronic or mechanical means,

including information storage and retrieval systems, without written

permission from the publisher. All items submitted to Brilliant Results

become the sole property of Brilliant Publishing LLC. Editorial content

does not reflect the views of the publisher. The imprints, logos,

trademarks or trade names (Collectively the “Marks”) displayed on

the products featured in Brilliant Results are for illustrative purposes

only and are not available for sale. The marks do not represent the

implied or actual endorsement by the owners of the Marks of the

product on which they appear. All of the Marks are the property of

the respective owners and is not the property of either the advertisers

using the Marks or Brilliant Results.

Make it a Brilliant Day

Maureen [email protected] 717-608-5869

brilliantresults™

Make it a Brilliant Day


contributors

a Mary English is the Vice President of Marketing for Hallmark Insights, the leader in providing business incentive solutions and personalized reward programs for employee recognition, customer acquisition and retention, sales and dealer incentives, and health and wellness programs. To learn more, go to HallmarkInsights.com.

d Arnold Light, CTC, Founder of Fire and Light has 35 years of marketing experience specializing in incentive and loyalty marketing helping multinational corporations develop and implement B2B and B2C results oriented performance improvement programs. For additional information visit www.incentivesmotivate.com.

e Martin Lindstrom, a respected branding and marketing expert, was selected as one of the world’s 100 most infl uential people by TIME magazine. The founder, CEO and Chairman of the LINDSTROM company (Sydney), Martin speaks to a global audience of approximately one million people every year. He has been featured in numerous publications, and on major broadcast and fi nancial television network programs, his previous book, BRAND sense, was acclaimed by the Wall Street Journal as one of the fi ve best marketing books ever published. His latest book; Buyology – Truth and Lies About Why We Buy – a New York Times and Wall Street Journal best-selling book has been translated into 37 languages and is on almost all major best-seller lists worldwide.

f Barry Siskind is an internationally recognized trade and consumer show expert. He is author of six bestselling business books including Powerful Exhibit Marketing. Read his newest book, Selling from the Inside Out for an in depth guide to a successful sales career. Visit Barry at www.siskindtraining.com.

j Dr. Peter Tarlow is a founder and president of Tourism & More Inc. Dr. Tarlow has appeared on National televised programs such as Dateline: NBC and on CNBC. Dr. Tarlow organizes conferences around the world dealing with visitor safety and security issues and with the economic importance of tourism and tourism marketing. He also works with numerous cities, states, and foreign governments to improve their tourism products and to train their tourism security professionals. For additional information visit www.tourismandmore.com

k Michael Merrick Crooks An advertising professional since 1984, Michael Crooks has written more than 50 articles on the subject of promotional marketing. Speaker and author of the soon to be published book, “Rethinking Trade Show Giveaways”, Crooks owns Crooks Advertising Alliance, a creative strike-force specializing in creative problem solving. Contact Crooks through www.CrooksAdvertising.com

a

d f

j k

e

www.bri l l iantpubl ishing.com

44Soles

www.bri l l iantpubl ishing.com8 Brilliant Results | June 2009

[ P

ictu

red:

Wa

yne

Els

ey ]

Changing the World One pair at a time.

Souls4soLEs4soULs™ has a simple concept –

they get shoes and give them away.

Wayne Elsey has worked in the footwear industry since he was 15. He started by

helping out on the fl oor and stockroom of a retailer and worked his way up to serve as

president and CEo of several footwear companies in the United states. still, Wayne

felt his life's potential was not being fully realized. He wanted to help people with more

than providing a great product.

in the aftermath of the 2004 tsunami that hit southeast asia, Wayne, the Founder

and CEo of soles4souls™ inc., felt compelled to do something. Like many of us, he

did not know what to do. He was at home one night, watching tV and he saw a picture

of a single shoe washing up on the beach. that triggered a few calls to some other

executives in the footwear industry and the subsequent donation of a quarter of a million

shoes to victims in the devastated countries.

a year later when Katrina hit, Wayne called the same group of friends, and they

sent over a million pairs of shoes down to the gulf coast communities affected by the

hurricane. in all honesty, he admits that he did not expect such an immediate and

successful turnout. This left him wondering, why not start a non-profi t and do this all the

time? one year later, soles4souls™ was formally created.

it has been that simple: Changing the world one pair at a time.

nashville-based soles4souls™ facilitates the donations of both new and used shoes,

which are used to aid the hurting worldwide. soles4souls™ has distributed more than

5 million pairs (currently donating one pair every 13 seconds) to people in over 120

countries, including Honduras, Uganda, romania, and the United states. recently

featured in runner's World and the Green Guide by national Geographic, soles4souls™

has also appeared on Cnn, nBC, aBC, FoX, CBs, and hundreds of regional outlets

around north america. Wayne and his team are constantly working to make sure this

charity's work gets out to the public. as Wayne says, "We want to inspire them; we want

them to say 'Hey, wait a minute - i can do something like that with my own resources.' at

the very least, they could send us the shoes that are cluttering up their closet, because

we know there are about 300 million children alone who could really use them."

soles4souls’™ annual Barefoot Week campaign (June 1-7), features hundreds

of concurrent shoe drives, fun runs and walkathons, retail trade-in events, concerts,

and festivals. this unique participation program has been adopted by thousands of

supporters as a simple way to raise awareness and funds for the charity's programs.

supporters include scarlett Johansson, antawn Jamison, Jessica simpson, Kellie

pickler, arnold palmer, amy Grant, riddick Bowe, Luke perry and Brittany snow,

among many others.

One pair at a time.

Wayne Elsey has worked in the footwear industry since he was 15. He started by

4Soles ™

™

June 2009 | Brilliant Results 9www.bri l l iantpubl ishing.com

“Every single pair of donated shoes turn into a giant smile when

delivered to a person in need. the people at soles4souls™ are

footwear people to the core; they love all types of footwear, from sleek

running shoes to stylish pumps, from rugged work boots to the coolest

sandals on the beach. But the reward of buying a new pair of shoes

simply cannot compare to the joy of giving a pair of shoes to someone

in need. these shoes are treasured beyond description, and it's at that

very moment that you understand just how awesome shoes can be,”

according to Wayne and his team.

Br: What motivated you to start soles4souls?

WE: i was an executive in the shoe industry and watching the

news reports after the tsunami in 2004, i saw a single shoe

fl oat up on shore. It bothered, me. I did not sleep and it

burned an image in my head. i got up the next day, called

friends and started collecting shoes. i thought we would

get a few thousand pairs – 6 weeks later we had shipped ¼

million pairs! Fast-forward to today, our charity gives away

a pair of shoes every 13 seconds in over 120 countries.

Br: and what is the single most important

factor contributing to its success?

WE: it’s easy to understand and transparent. our

outreach is easy to “get it.” our expenses are 2%

and 98% goes to impacting our oUtrEaCH.

Br: How have you involved others in the soles4souls mission?

WE: From the initial business plan, logo, marketing and most

important making people smile with the gift of shoes!

Br: How are promotional or incentive items used to enhance the

success/reach of special events related to soles4souls?

WE: We have extended our reach with a soles4souls Visa for

example to extend our brand. a simple soles4souls key

chain – can motivate people to donate but the single most

effective factor is our real images of children and adults

that are smiling after getting a single pair of shoes.

Br: What in your opinion is the key to growing a non-

profi t organization in diffi cult economic times?

WE: staying focused on what you do best. i have looked at many

extensions to soles4souls™ and have to remind myself this

often. We wanted to launch Clothes4souls for example and i

have mothballed this. as a result of being focused, our charity

donations are up 83% vs. the prior year in a tough economy.

at the same time, being focused is being easy to understand

– people like that. When people cannot donate cash, most of

the time they can still donate shoes to help someone in need.

Wayne doing what he does best...Bringing smiles to those in need!

<<


EMPLOYEE RECOGNITION SOLUTIONS WITH YOUR CORPORATE OBJECTIVES IN MIND. Hallmark Insights offers incentive solutions that keep your employees engaged and help you achieve your corporate objectives. Our exclusive IRISTM technology offers the convenience you need to quickly and easily get started on your employee recognition program. Our solutions offer hundreds of great rewards that encourage employees to stay productive and engaged. For measurable results from your recognition program with very little effort on your part, call a Hallmark Insights Account executive at 800.765.4438 or visit HallmarkInsights.com today.

© 2009 Hallmark Insights. All rights reserved.

REWARDING FOR THEM. EASY FOR YOU.

Br: What technologies have you used or considered

using in your outreach efforts, i.e. mobile

marketing, social networks, etc?

WE: Facebook, twitter and my blog have all been a success.

We have expanded our Facebook and now have one for

each state. this is a great way for people to get plugged in,

market their event and post results to folks close to these.

We have also used Youtube, myspace, ammado,

various other blogs, guerilla marketing efforts

and simple participation programs designed to

move the casual viewer into an active supporter

and to present our charity as an easy grassroots

network in which people can become involved.

Br: Where do you see soles4souls in 5 years?

WE: i see a huge enterprise giving away a pair of shoes

every second. We will have other product categories

starting by then as we continue to perfect our

seamless oUtrEaCH making a huge difference.

We want to be the charity of choice for all businesses

and individuals in the footwear industry.

We also anticipate opening chapters around the

world to further spread the mission to everyone who

has a closet with extra shoes lying around. nearly

everyone in the industrialized world has a pair of shoes

they can part with, and we are creating more events

that celebrate the joy of giving away a pair of shoes to

someone who will treasure the gift for years to come.

BR: What advice or fi nal thoughts would you offer companies

and individuals that want to 'make a difference'?

WE: QUit taLKinG about it and Do it.

Br: What are your favorite Websites,

Blogs, and social networks?

WE: Michaelhyatt.com, check for a listing

on my site at wayneelsey.com.

soles4souls has a simple mission: to impact as

many lives as possible with the gift of shoes.

if you or your organization would like to help – Don’t wait.

Visit www.giveshoes.org to join soles4souls, and make a

profound difference in the life of one person. Who knows, that

one person just might be you.

<< A few familiar faces helping in soles4souls’ efforts!Susan Sarandon

Jeff Daniels

Pierce Brosnan

www.bri l l iantpubl ishing.com12 Brilliant Results | June 2009

Katya Andresen of Network for Good

Q&A WITh BR

BR: Why did you become

involved with network for Good and

in your opinion, what is the single

most important factor(s) contributing

to its success?

KA: When i was writing my

book, I was struggling to fi nd

nonprofi ts that were innovative

marketers and skilled at borrowing

the best practices of the private

sector. then through my personal

network, i heard about network

for Good, which is known for all of

those things. I profi led Network for

Good in the book. after a series of

interviews with its leaders (i was

interviewing them), they expressed

an interest in interviewing me – for

a job at network for Good. the rest

is history.

What drew me to network for

Good and what contributes to its

success is we’re businesslike about

doing good. in a few short years,

we’ve managed to drive more than

$260 million to 40,000 nonprofi ts,

all the while growing into a

sustainable social enterprise. We are

hardheaded and softhearted at the

same time. the hardheaded piece

is the businesslike, results-oriented

focus of the whole organization. it

permeates all we do – and how we

operate. For example, i get paid less

if we process fewer donations for

nonprofi ts. That is how it should be.

the softhearted

part is that we

are motivated by our

mission and seek to be exceptionally

generous to all nonprofi ts –

for example, with loads of free

training, tips and resources. the

more generous we are, the more

successful we become. i believe

that’s advice that works for any

enterprise, anywhere. treat

your customers – the people you

serve – with warmth and care and

generosity. Delight them. if you

keep the focus on that – on those

people – they will support you and

your business will thrive.

BR: What are the most

important points presented in robin

Hood Marketing? Examples?

KA: the single most important

message in robin Hood Marketing

is the idea i just described: that

we have to focus on our audience

more than ourselves. that sounds

like common sense. Why should

i need to write (yet another) book

about marketing that explains it’s

not about us, it’s about the people

we want to persuade? Because the

nonprofi t sector (and the for-profi t

sector, for that matter) forgets this

all the time! and if you work for a

charity, you probably forget it the

most. that’s because it seems like

networking

of Network for Goodthe softhearted

part is that we iMaGinE what the world would

be like if every time you were inspired

to help someone or something, you

could -- with just a few clicks of a

mouse, anywhere online. That’s the

mission of Network for Good. Their

goal is to make it as easy as possible

to donate and volunteer online as it is

to shop online, while making it simple

and affordable for all nonprofi ts,

of any size, to recruit donors and

volunteers via the Internet.

Brilliant Results recently had the

opportunity to pose some questions

to Katya Andresen, Network for

Good’s Chief Operating Offi cer, about

the organization and Internet giving.

She is the author of the book, Robin

Hood Marketing: Stealing Corporate

Savvy to Sell Just Causes and was

featured in the e-book, Nine Minds

of Marketing and her marketing

materials for non-profi ts have won

national and international awards.

Fundraising Success Magazine

named her Fundraising Professional

of the Year in 2007. Katya traces

her passion for good causes to the

enormous social need she witnessed

as a journalist prior to her work in the

non-profi t sector.


the important work we

do should stand on its

own. in an ideal world

it should – we should say

what we do and why it’s

right and everyone would

act accordingly. But that’s

not how things work. For

example, you know that it is

a good idea to exercise every

single day, but how many of us have

actually been to the gym 365 days in

the last year? Knowing something is

good and doing something good are

two different things. that’s why we

need to make a persuasive case for

the social change we’re seeking. i

like to say, “put the case fi rst and the

cause second.”

the book lays out the path to doing

this if you’re a nonprofi t – with an

appeal to your audiences’ values, a

clear call to action, a strong competitive

position, solid partnerships and the

right selection of marketing strategies

and channels. all along that path are

my constant reminders about retaining

a focus on your audience – whether it

be donors, funders, corporations or

people in need. Because anything

we communicate will get twisted

according to the mind it enters. our

beliefs will never be as powerful

as our audience’s feelings. as

marketers, we have to accept people

for who they are and work within the

framework they have.

BR: What are charity widgets and

why are they effective?

KA: think of a widget as a small

code-packed suitcase that carries

content from one place to another

place online. Just as a suitcase

allows us to pack some key items we

need when we’re going somewhere,

widgets enable us to grab useful

pieces of information from one

site online and take it with us when

we travel around cyberspace. For

example, a convenient box on your

personalized Yahoo! or Google page

that shows your local weather or tracks

your favorite stocks or displays your

favorite pair of shoes – or a Youtube

clip on your blog - is a widget. the

portable nature that defi nes widgets

is not only convenient; it’s also

especially well suited to the evolution

of the internet. Widgets work just

about everywhere people are fl ocking

online – to personalized pages, social

networks and other communities.

Widgets thus bring content direct to

people where they are online rather

than relying on them to visit outside

sites – an appealing prospect to

computer users and especially to the

corporations and organizations trying

to reach them.

Charity widgets are a way to do

portable fundraising. Here at network

for Good, we have charity widgets we

call “charity badges” and a website

for building them at sixDegrees.org,


networking

which we created with Kevin Bacon.

Widgets can be used to raise money

on Facebook (through Causes),

Myspace, blogs and other sites.

they share several qualities: they

enable people to promote a cause

of their choice; they enable people

to fundraise for that cause; and,

because they are portable, they allow

people to spread the word by placing

that widget on social networking sites,

web sites and blogs – or via email.

the reason they work well is they

make it possible for the fundraiser to

evangelize in their own way, in their

own words. this is important in an

era when user-driven content is so

pervasive online. they also make it

possible for personal fundraisers to

take their message anywhere they

communicate online, including social

networks where messages spread

very efficiently. Because technology

makes fundraising so easy, it attracts

a new group of fundraisers – albeit

with varying degrees of commitment.

When it’s easy to act on an impulse,

people are more likely to make a

donation.

But let me throw in a big caveat

here. person to person fundraising

is great. it works well online and

offl ine. But we shouldn’t look at social

networking as simply about raising

dollars. it’s more complex than that.

We should be looking at Web 2.0 as a

way to build relationships, to listen to

people and to engage with others. it’s

not all about dollars and cents.

BR: What is the “Long tail”

phenomenon and how does it apply

to online gift giving?

KA: the “long tail” phenomenon

– a term devised by Wired Editor

Chris anderson to describe how the

internet creates and serves long-

tailed distribution markets – is evident

at network for

Good when

numbers of donations are charted

by organization. at network for

Good, 50% the donations go to 1%

of charities (excluding crisis giving).

the rest is spread out along the long

tail. Just as amazon and Google

have enabled consumers to access

products and information that meets

their particular needs and interests by

providing one-stop access to many,

diverse choices, network for Good

has enabled donors to contribute to

many, diverse nonprofi ts by putting a

fragmented nonprofi t “market” in one

place. in other words, online giving

levels the digital playing fi eld. Even

the smallest nonprofi t can afford to do

outreach online – and raise money.

BR: What are your favorite

Websites, Blogs, and social networks

and do you have a favorite non-

profi t?

KA: i’m a fan of bloggers and

blogging, especially seth Godin,

Beth Kanter, allison Fine and

Chris Brogan. of course i have

to mention network for Good’s

free marketing, fundraising and

online outreach online learning

center – otherwise known as www.

fundraising123.org and my blog

at www.nonprofi tmarketingblog.com

In terms of my favorite nonprofi t,

besides network for Good, i love a

Wider Circle, a local organization

here in the Washington, DC area that

helps individuals and families lift

themselves out of poverty by giving

them home furnishings and

support. i’m about to move, and

they’re getting half of my

furniture! the founder, Mark Bergel,

is an incredible man who inspires me

with his energy and ability to do so

much for others with few resources. He

doesn’t even furnish his own

apartment with a bed. He doesn’t

want to have one until he’s made sure

everyone else in this area has their

own. if you’re moved by his story,

consider donating at www.

awidercircle.org.

16 Brilliant Results | June 2009 www.bri l l iantpubl ishing.comwww.bri l l iantpubl ishing.com

insight

siX to fi ve. No, that’s not referring to the time

people start getting ready to go home from work

for the day. it also isn’t last night’s baseball score.

so what is it? it’s 6:5 – as in the ratio of gains to

losses in both the amount of gifts and the number

of donors for fundraising events. as reported in

the 2008 Fundraising Effectiveness survey

report conducted by the association

of Fundraising professionals and the

Urban Institute, for every $6 non-profi t

organizations gained in upgraded, new

and recovered gifts, about $5 was lost in

downgraded and lapsed gifts. and for every

six new donors recruited, fi ve donors were

lost through attrition.

Maximizing donation efforts is a focus for

any non-profi t organization, as well as those

companies conducting fundraising drives like

United Way campaigns. so, faced with such

a challenging ratio of gifts and donors, how

can those in charge of running a corporate

fundraiser event ensure they run as successful

a program as possible – especially in today’s

economic climate?

By offering incentives to those donating

time and money. “Getting people to participate

is a goal that companies continually try to

improve upon,” says Brianna Goad of the

United Way in Minneapolis. “When running

a campaign, incentives can play a large

part in increasing participation as well as

help motivate people to give if they weren’t

already going to do so.”

While incentives aren’t required to entice

every individual – many people donate for

the sheer joy and pleasure of giving – they

are benefi cial to encourage those who may

be on the fence about donating or may be

fi rst time givers. “Incentives may begin

by getting people into the room, which

in turn can lead to them giving of their time or money,”

explains Goad.

Whether it’s for a non-profi t company or a

fundraising event within an organization, the incentive

can take practically any form – tangible or otherwise.

“anything to increase participation and awareness

can help with a successful campaign,” Goad

says. in her experience with numerous

United Way fundraising drives, Goad has

seen companies give prizes and incentives

such as gift cards, ipods and even vacation

days. “Many companies play off friendly

competition among employees,” she states.

“one company gives an incentive to each

fl oor that reaches 100% participation.”

in recent years, Goad has witnessed

companies use a wide variety of

incentives to drive donations and

participation. Just a few incentives

she has seen offered include pizza

parties, stickers employees can use

for a “Jeans oK” or casual day, chair

massages in exchange for donations,

gift cards, company parking spots

and tickets to local sporting events.

as Goad puts it, “Having incentives will

help encourage people to participate.

sometimes even the promise of food helps

get people involved!”

incentives like gift cards or vacation

days become even more important in

today’s economic landscape, as companies

are faced with a bigger challenge than

just reaching those repeat and fi rst-

time donators. they face the challenge

of dwindling budgets – both from an

organizational and personal level. But

tighter budgets shouldn’t eliminate the

use of incentives. in fact, according to

Goad, it should ensure their use. “When

WRITER MARY EnglISh

Giving Incentives Can Drive Giving


budgets are being tightened and

people are wary of spending money,

it is even more important to get

people involved. adding incentives

to a campaign is a great way to get

people willing to participate even if

they only have a few dollars or just

the ability to donate their time and

volunteer.”

the incentives offered don’t

have to break the company’s budget

either, as evidenced by companies

using such free awards like company

parking spots, extra vacation days

or casual day stickers. “Having even

small prizes or incentives for giving

can make a world of difference with

participation,” Goad believes.

Using inexpensive, yet desired,

incentives can help drive higher overall

participation and positively impact the

fundraiser’s return on investment

(roi). one way you can judge this

roi is by looking at the growth in

giving numbers. the association of

Fundraising professionals details how

organizations can determine their

growth in giving by maximizing gains

(i.e., new donors, increased donations

from previous donors) and minimizing

losses (i.e., lost donors, reduced

donation amounts) in overall giving.

For example, if a company’s

fundraising events sees a gain in

annual giving of 40%, but has annual

giving losses of 30%, their growth in

giving is just 10%. But, if a company

were to offer an incentive such as

a gift card to those who donate and

increase their annual giving to 50%

while reducing their giving losses to

20%, that company’s growth in giving

is suddenly 30%.

as the 6:5 ratio mentioned at the

start of this article describes, if you’re

losing fi ve donors for every six

new participants, having high

participation rates is essential to the

success of fundraising for both non-

profi t companies and organizational

events. Using incentives in your

campaign is just one way to generate

excitement and put your fundraising

on a path to success.

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WRITER MIChAEl MERRICK CRooKS

marketing

i opened my mail recently to

discover that i received what i believe

to be my 150 thousandth set of return

address labels from a non-profi t.

they referred to it as a gift. and in

return for their thoughtful “gift” they’d

appreciate a token of my appreciation

in the amount of $25, $50, $100 or

more.

imagine you are celebrating your

birthday. You have a few friends over

and each presents you with a gift —

and an invoice. Hmmmm …

there was a time, when return

address labels were a novel idea. now

they aren’t. and here’s what really kills

me. none of the address labels carry

identifying words or symbols of the

non-profi t that sent them to me. So

even if i do use the labels they don’t

promote the non-profi t or the fact that

I support the non-profi t. Hello!

in his book, then We set His Hair

on Fire, the late phil Dusenberry,

former chairman of creative

powerhouse DDBo, makes the case

that an insight is more powerful than

an idea. He wrote, “insight is much

rarer— and therefore more precious.

in the advertising business, a good

idea can inspire a great commercial.

But a good insight can fuel a thousand

ideas, a thousand commercials.”

in the world of promotional

marketing, i believe we often search

tirelessly for a good idea, often

ignoring the powerful insights that

loom just beyond the tip of our nose.

Here’s some insight for those who

send return address labels: people are

mailing less. according to the United

states postal service, the number of

pieces of mail handled went from 213

billion in 2006 to 202 billion in 2008

— a decrease of 11 billion. With email

and online bill paying, we don’t need

quite so many return address labels.

But with all the email, websites and

blogs, perhaps an electronic return

label that i could place at the bottom

of my e-mail message or on my

website or blog would be appropriate.

I could help promote the non-profi t

and everyone would know what’s

important to me.

Everyday, non-profi ts are soliciting

donations by sending trees to

apartment dwellers, return address

labels to those who are mailing less,

offers of mugs, t-shirts and a host

of other incentives or “gifts” that are

cheap enough … but not emotionally

relevant to the cause…or worse — not

useful, wanted or appreciated. the

good news is there are alternatives

to the status quo available for use as

incentives and “gifts”.

tying into popular television shows

is an area to consider depending on

your cause or the interests of your

members or prospects. For example,

the Discovery Channel has a corporate

sales division where you can obtain

DVD’s of such popular shows as

Mythbusters, Blue planet and Dirty

Jobs. Contact Discovery Corporate

sales Division at 1-800-832-9932 or

discovery@sellingcommunications.

com.

Books are another area where it

can be easy to fi nd a relevant tie-in.

Within the promotional marketing

world, customizable books are

available on nearly every subject

you can imagine from crosswords

puzzles, golf, wine and massage to

diversity, inspiration and travel. this

ReThinking Non-Profi t Gifts & Incentives: Get Inside Their Head To Get Inside Their Wallet


allows you to leverage current trends,

fads and popular interest.

another area of consideration is

collectables or limited edition porcelain

or ceramic plates, coasters or stuffed

plush characters. Establishing a series

in which a new offering in the series is

offered each year can, in some cases,

create almost a cult following.

and while the preceding are all

great ideas, they are practically

useless without the proper insight to

power them. What i’m getting at is,

“How well do you know your donors

and prospects?” “How relevant is your

gift or incentive to the interest of your

prospect?” it’s obvious from most of

the mail i get that the solicitor knows

virtually nothing about me except for

the fact that i may have given them

money in the past.

Non-profi ts and promotional

marketing distributors must do a better

job of getting inside the head of the

target in order to develop offers that

will result in action. the promotional

marketing distributor who can help a

non-profi t develop more relevant ideas

stands a better chance at getting the

business. The non-profi t that offers

more relevant gifts and incentives

stands a better chance of getting

the donation they are so desperately

seeking.

including a short “interest survey”

with the solicitation package can yield

powerful insight. You may fi nd that a

large number of those who support

save the Widgets are also interested

in cooking, camping or gardening —

interests that have little or nothing to do

with the save the Widgets cause — but

are emotionally relevant hot buttons for

the recipient. Key point: it’s not about

YoU. it’s about the wants, needs and

desires of the person you’re soliciting.

it befuddles how many people

believe that non-profi t marketing or

political marketing is different than

regular consumer marketing. they’re

not. application of sound marketing

principles applies no matter what type

of marketing you’re doing. Leveraging

your knowledge of the wants, needs,

desires, or interests of your target are

key. simply put, those who do the best

job of exploiting what they know about

someone will prosper. But in order to

achieve that, you must do your

research, collect data and look at

trends in an effort to gain the valuable

insights that will power a 1000 ideas

— that will lead to brilliant results.

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WRITER ARnold lIghT, CTC

incentives

Corporations that ran

incentive programs and had elements of

give backs to their communities and to

specified charities, were once considered

a trend. today the practice is de rigueur.

When an incentive planner whether

at the corporate level or through a

performance improvement company

begins the process of planning a new

incentive program more often than

not there is a portion of budget and

time built into the program that offers

some physical involvement or cash

contribution to a local community project

or national charity.

no doubt while the charity trend was

in place long before the collapse of Wall

street, the current economic debacle

has certainly been a big factor in

sparking the trend to become the norm.

it stands to reason then on an incentive

trip that instead of spending time on

the golf course or in a deluxe hotel’s

spa, incentive winners and corporate

sponsors use this time to participate in

a worthwhile project for a community at

the destination. Likewise if the incentive

is an online merchandise program

than a portion of the points earned by

participants go to a charity of choice

either as a cash donation or for select

useful merchandise.

in either case a sincere incentive

program with a social responsibility

element provides companies with a

strong moral backbone and most of all,

they help their or other communities

visited with worthwhile projects

such as home building, helping at

orphanages and environmental

conservation. these programs are

rewarding experiences helping

employees feel valued and improving

staff morale and loyalty.

so then let’s look at a sampling of what

offerings are out there for corporations

who want to take a socially responsible

position in their next incentive program.

Give Back OppOrtunities

the national scrip Center (nsC), a

Santa Rosa, California-based non-profit

organization developed a nationwide

program that offers companies a

cost-effective opportunity to support

charities in their communities, while

showing appreciation to their staff and

affiliates. This new program combines

two corporate trends-incentives and

philanthropy. “the incentives With

a Heart” reward program allows

companies to buy gifts as incentives for

their employees and partners, and also

make donations to charities.

The NSC has helped nonprofit

organizations earn a total of over $170

million through scrip-paper currency that

is applied like gift certificates. Companies

can purchase either brand-specific gift

certificates to establishments ranging

from saks Fifth avenue to Blockbuster

Video, or the persona select Card,

which allows the incentive receiver to

apply the credit toward purchases at

over 200 businesses nationwide.

the way it works is that a company

buys a $100 gift certificate, in turn the

reward winner gets a $100 valued

certificate and a charity of their choice

gets $5. the sponsoring company

is really getting $105 for their $100

purchase.

Giving treetM has created a unique

suite of socially responsible prepaid

card products and a community for

microphilanthropytM that recognizes

the efforts of individuals, organizations

and socially responsible companies to

improve society and the environment.

the Giving tree GiveCardtM is a

prepaid Visa gift card where the recipient

donates 10% of the card's value to

a charity of their choice. By giving or

receiving a GiveCardtM, one generates

a small but meaningful donation to a

worthy cause, the thinking being that if

Incentives That Give Back…More Than A Trend!


a large number of people share just a little

bit, it adds up to big change.

vOluntOurism

there’s a whole new category of

incentive travel called “Voluntourism.

Hands Up Holidays, a UK based travel

company is a voluntourism specialist offering

corporate trips to 37 destinations which

blend travel with meaningful volunteering

experiences. Itineraries can be fl exible in

duration and content and are developed in

consultation with a corporation’s incentive

planner or performance improvement

company, creating a volunteering-based

trip that achieves the goals of the company.

Here are four sample itineraries:

Morocco – 4 days including two-nights •

in a luxury hotel in Marrakech. time is

spent exploring the souks, squares and

general sightseeing, with 2 volunteer

days are spent building classrooms and

staying with local families.

Hungary – 5 days that include the •

stunning capital, Budapest, famous for

its thermal spas and central Europe’s

largest lake, Lake Balaton, with 2

volunteer days spent building a

playground in Csakvar, a village to the

west of Budapest.

peru – 8 days combining the capital •

Lima with the pretty colonial town of

Cusco and a visit to the inca ruins at

Machu picchu. three volunteer days

are spent building a women’s

empowerment workshop.

south africa – 6 days of luxury including •

Cape town, table Mountain, Cape

peninsula plus the famous Winelands

region with 3 volunteer days at an

orphanage.

meaninGful meetinGs

ritz Carlton hotels recently launched

its “Meaningful Meetings” program where

groups booking 10 or more room nights

at any ritz-Carlton will see 10 percent of

the total room revenue donated equally

between a charity of their choice and the

Community Footprints Fund, which benefi ts

hunger and poverty relief, education and

development for disadvantaged youth,

and environmental conservation.

cOrpOrate sOcial respOnsiBility

on the corporate side here is how two

companies are giving back.

Leading healthcare solutions

company McKesson recently

implemented its angelpoints program.

the company awards its employees an

[Cont. on page 30 ]

www.bri l l iantpubl ishing.com June 2009 | Brilliant Results 23

branding

BY MARTIn lIndSTRoM

BrandingBrandingWHat do guns, burglar alarms and

condoms have in common? their sales

all boomed in 2009, with condom sales

jumping 22 per cent over the same

period in 2008. But why?

jumping 22 per cent over the same

period in 2008. But why?

the answer can perhaps be found in

nigeria and Chile – two countries i visited

on my world tour promoting Buyology.

surprisingly neither of the two countries

was familiar with the “r” word. When

asking government offi cials why that was

the case, the explanation was simple – the

media hadn’t paid that much attention to

it, and as such no one had effectively read

about the recession, so the recession

simply had not yet arrived.

is this whole thing just a well-

orchestrated media story whipping up

that dreaded component – fear? When

you are told repeatedly that the world is

buckling under the weight of a fi nancial

crisis, the fi rst line of defence is to save

whatever money you have. that sets a

whole new train in motion. suddenly your

local retailer around the corner loses

revenue from your less-frequent visits.

they are forced to lay off staff, who in

turn are spending less, and in fact are no

longer buying your products. it becomes

a cycle somewhat akin to a self-fulfi lling

prophecy. We’re told it’s a crisis. We stop

spending. they stop spending. Everyone

from producer to retailer suffers. and the

economic meltdown keeps on melting.

as sophisticated as we have come to

believe we are, at this point in time, we

need to remind ourselves that we’re not

that far from our evolutionary relatives –

primates who live their lives taking care of

most basic needs – food, sex, sleep and

survival.

in an atmosphere of fear, we tend to

revert back to our own basic needs, and

this can explain why we’re stocking up on

condoms, buying weapons and installing

burglar alarms.

a recent neuroscience study shows

that fear is a far bigger driver than we

would ever care to admit. Fear of losing

our job, fear of not being able to make the

kid’s school payments, fear of ending up

in the proverbial gutter. these thoughts

are scary enough to bring on an instant

anxiety attack. When we’re operating in

survival mode, fear and sex become our

two main drivers.

When president Johnson ran his

‘Daisy’ tV commercial, which threatened

voters with nuclear annihilation if he

wasn’t elected, the voters hated it. George

W. Bush tapped into a similar zeitgeist in

2004. His commercial, showing wolves

crossing the border as stealthily as

terrorists, he instilled the self-same dread

and fear. Both tV commercials acted

on the amygdale, the region in our brain

responsible for generating fear. Voters

spoke of their dislike for both commercials,

yet what brain scans showed was that

as a consequence of these ads, voters

favoured the politicians that would best

‘protect’ them.

From the very fi rst days of the US

recession, all three big car manufacturers

announced unheard-of discounts to shift

their stock. they continue to offer their

cars at cost, and despite this, nobody’s

buying. the problem is not the cars, but

the proposition, which has failed to take

the fear factor into account. people who

fear for their jobs, are hesitant about

spending money on a big-ticket purchase.

the Korean car manufacturer Hyundai

took this cautious mood into account

and began offering very real assurances.


they say, “Buy any new Hyundai, and if

in the next year you lose your income,

we’ll let you return it.” in just a month

Hyundai increased its sales by more

than 20 percent in the Us alone. You

may wonder if the company’s sitting with

a lot of returned stock. Well, as this goes

to print, supposedly only two cars have

been returned.

You cannot build brands in a recession

unless you are able to manage fear. it’s

essential that you understand how fear

works, and consequently how it affects

purchasing behaviour. Fear is often as

irrational as everything else in our lives.

When a plane crashes, the airline industry

allows for 10 percent less traffic in the

weeks that follow. Yet you don’t have to be a

statistical genius to know that the chances

of a second plane crashing shortly after are

substantially lower than before. irrational

propositions become more powerful than

ridiculously high discounts.

Over the past months, a flurry of

new banks have opened their doors for

business on Main street, Usa. they

have no track record, no established

history and no known personnel. their

proposition is straightforward – We’re

new. We have no links to Wall street.

We’re here to serve you. Consumers are

finding this immensely attractive. Yet, I’m

sure we’d agree that a similar proposition

a couple of years ago would not have

stood a chance.

so what can we learn from

neuroscience to help us cater to a

market reeling in the depths of a financial

recession? How can we continue to build

brands?

i Offer three ways tO dO this.First, there’s always good news in

bad times. a standard approach in

this situation is to address consumers’

problems. and people always have

problems. the fact is we rarely know

what we want, but we have no trouble

pointing out our difficulties. For example,

no one knew they wanted an airbag, but

everyone agreed they wanted safer cars.

it’s therefore important to ask yourself

what sort of problems are consumers

facing during this economic recession?

there are many. people have had to cut

back on travel and if they can afford to still

take a holiday, well, it’s much cheaper to

keep it local. Which might explain why

those French perfumes are still selling –

they offer a whiff of paris. and if you can

no longer afford expensive dining, you can

always supplement your home-cooked

meal with an after-dinner Lindt chocolate.

We’re increasingly reluctant to invest in

the share market, but we’re happy to put

our money in gold

cOnvert prOBlems intO assets fOr yOur Brand.

second, add a practical dimension

to an irrational decision. no matter how

much money you may have in the bank, or

how secure your employment may be, it’s

now fashionable to save your money and

buy everything at a discount. What can a

brand owner do? particularly in light of

the fact that a discounted brand typically

takes seven years to recover!

the answer is simple. add a practical

dimension to the equation. one only needs

to look at a hardwearing boot like Willeys

to see that this manufacturer of sturdy

reliable footwear is clocking up big sales.

a well-designed jacket, that just happens

to be reversible, could tip the balance in

favour of the consumer who perceives

they’re getting two coats for the price of

one. the fact may be that the consumer

is buying the jacket because they love

the design – yet in recession times, the

practical dimension is the dealmaker.

third, you have to systematically

remove fear. Hyundai did it. and a stream

of new banks are doing it. Both have

succeeded in identifying why consumers

are reluctant to spend. once this is

understood, then you can harness it and

build a better product by addressing the

fear and finding a way to eliminate it.

Your sales may be down. But do you

know why? people are certainly buying

less, and explanations like, Well, there’s

a recession going on out there, is not

helpful. What’s important is to understand

the fundamental role of fear, and then turn

it around to strengthen your brand. some

of the world’s most enduring grocery

brands were built on the back of the Great

Depression, each one turned the threat

into an opportunity.

there’s no reason why you shouldn’t

be able to do the same.

You cannot build brands in a recession unless you are able to manage fear.


exhibit

WRITER BARRY SISKInd

The most important single ingredient in the

formula of success is knowing how

to get along with people”

—ThEodoRE RooSEVElT

think back to the people you feel

comfortable with. it could be your

spouse, other members of your family,

colleagues, business associates,

customers, and even the mail carrier.

What is it about these people that make

you feel comfortable? Where does this

comfort come from?

it may have been a common

experience you had with a particular

person—a movie you both appreciated,

mutual friends and acquaintances, or

a similar outlook on life. if you have

the same experience with the people

you do business with, the results can

be the same. the people we like to

do business with are people we like,

respect, and trust – people we feel

comfortable with. But where does this

comfort come from?

in the 1960s, psychologist

albert Mehrabrian conducted a

groundbreaking experiment. He found

that people judge other people based

on three observable clues: words, the

para-verbal, and the nonverbal.

wOrds

think about someone you met for

the fi rst time. You may have thought

to your self, “What an interesting

person. i really liked the way he or

she answered that question. that is

exactly what i would have said.” or

you may have thought, “this person

is a real jerk. i never would have said

that.” Either reaction would have been

based on what the person said—the

words—but words are only one part of

the equation.

para-verBal

para-verbal is not what you say

but how you say it. it is the tone,

pace, tempo, speed, or volume of

your voice. We all listen to people and

create impressions of them based on

how they use their voices. this is the

second part of the equation. But there

is one more element.

nOnverBal

Yes, we do judge a book by its cover.

We are all guilty of judging people by

how they present themselves. We might

say, “there is a successful person—

she has that look of confi dence in her

eyes” or “He’s a loser—look at the way

he is dressed.”

What do para-verbal and nonverbal

clues have to do with face-to-face

marketing – everything? Mehrabrian

discovered that the relative importance

of each in the equation is as follows:

Words: 7 percent •

para-verbal: 38 percent •

nonverbal: 55 percent •

these numbers tell us that 93 percent

of a person’s impressions of another is

not directly related to what they say but

how they say it; an important lesson for

anyone in business. Customers do not

just look for the best price; they also

need a comfort level with the people

they plan to do business with and they

can only achieve this goal through a

face-to-face marketing experience.

rapport will develop faster and last

longer if you show your customer how

much their business means to you

rather than tell them. Build rapport

with actions rather than words.

rappOrt durinG the ice Breaker

When you greet someone for the

fi rst time, it’s diffi cult to know how

this person will react. if the person is

timid and you greet them with a loud

and boisterous “Hello!” there is a

good chance this person will quickly

move on. the best way to approach

and begin to make someone feel

comfortable is in a manner that is

most compatible with the way they

normally act. rapport building starts

the minute the conversation begins.

Listen and watch how this person

answers questions. Don’t just listen to

the words; also study the para-verbal

and nonverbal.

para-verbal clues will reveal that

some people speak loudly and others

are soft-spoken, some will talk fast

and others slowly, some have lots of

infl ection in their voice and others are

monotone.

nonverbal clues reveal that some

people are demonstrative and others

are standoffi sh, some will stand tall

with perfect posture and others will

slouch, some will come inside your

personal space and others will keep

their distance.

While many of the differences may

be cultural, they all give strong clues on

how you should proceed. By reading

the clues properly, you are taking the

fi rst important step toward building

rapport.

A Case for Face-to-face Marketing

[Cont. on page 30 ]


Travel:the Incentive that Gives BackDUrinG this period of diffi cult

economic times, there is one incentive

that is always popular, the incentive of

travel. travel is not only an incentive

that inspires people to work harder, but

if used correctly, it is an incentive that

can also give back to your company.

in reality there are three distinct types

of incentive travel.

The fi rst type is by rewarding

employees with a "work-

vacation." For example, there may be

a conference or convention in which

a great deal of valuable information

can be obtained. of then these

conventions are not inexpensive

and take place in destination cities.

Create a competition where the best

employees are rewarded with the

right to attend the convention, all

expenses paid. afterward, make sure

to ask these employees to share the

information that they have learned

with their fellow co-workers. the

after-convention debriefi ng in not only

a way to share information, but also

provides employees to re-enforce

the information learned by teaching it

to others. incentive travel then gives

back when you transform it into work

improvement possibilities, and not

only for the traveler but for his/her

entire team

a second form of incentive travel is

to provide a spouse with the cost of

traveling to a convention or destination

where new information may be

obtained. in this case, the employee

is already traveling to the destination

and the incentive is the fact that s/he

is able to turn a business trip into a

business-vacation. one way to create

this hybrid use of incentive travel is

by having the employee use half the

trip for career enhancement skills and

then use the other half of the trip for

pure leisure. that way, your employee

has gained a new skill and at the same

time received an award.

another method to have incentive

travel give back is by sending

employees to locations that provide

information regarding a new product

or idea. provide your employees with a

checklist of things to look for. Make the

checklist easy to fi ll out and fun to do.

the key to using incentive travel as a

development tool is to understand that

incentive travel is not merely a perk;

it can be a way to open employees'

eyes to the world, and broaden their

horizons. From this perspective

incentive travel should always be

viewed as a form of educational

travel. it is essential, especially in

periods of economic challenges that all

employees understand that to obtain

brilliant results we need to create

travel hybrids in which we do more

with less.

to get the best results from your

incentive travel programs think about

the following:

What is the goal of your incentive •

travel program and does this

program make good business

sense? In today's diffi cult and

unpredictable economic times,

incentive travel programs that do

not work at providing new an

valuable information for the entire

company may no longer make

sense. Know which positive

outcomes you want from your

incentive program.

Try to fi nd out what your employees •

want. incentive programs are

WRITER dR. PETER TARloW

travel

Back

[Cont. on page 30 ]


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angelpoint for each hour of volunteer

service completed. 25 angelpoints

earned becomes a $250 grant to a

charity of the employee’s choice.

Hess Corp, a global energy provider

during its semi-annual retreat where its it

professionals get updated on corporate

goals and objectives has in the past,

participated in recreational activities as

part of that meeting — anything from

golf outings to city tours. But at a recent

meeting in new orleans, Hess decided

to do something different and give back

to the local community. Working with

the “Just Willing Foundation”, a nonprofit

organization that provides technology

training to low-income families in

New Orleans, Hess identified a local

high school that had lost its computer

lab as a result of Hurricane Katrina.

Working side by side, Hess employees

and students built 12 new computers

using company-donated hardware,

installed software onto the machines,

and built desks and bookshelves. they

even set up a mentorship program for

the students before leaving the area,

pairing students with a Hess employee

with whom they could communicate for

career advice and for help getting placed

in the it industry upon graduating from

high school.

this project was an emotional one

for the Hess team. at the end of the day,

there were 65 people with tears in their

eyes. they knew they had really made

an impact on these students.

so what do you think, are corporate

incentive programs that give back a

trend or have they become part of every

incentive program?

Have a rewarding Day!

Let’s assume you approached by

a potential customer and asked a well

thought-out question. Let’s suppose

that this person replies in a soft voice

as in our previous example. if you

normally speak in a loud voice and

don’t adjust the volume this person

will feel alienated and uncomfortable

and a wall of indifference will develop.

When you lower your voice to match

theirs, the chance of creating comfort

is greatly enhanced. there are many

clues to look for such as posture,

gestures, personal space, personal

greetings, speed, pace, and tone of

voice, to name a few.

By matching the para-verbal

and nonverbal, you two now have

something in common. as you

proceed, look for additional clues that

tell you how to act.

One word of clarification: Even

though para-verbal and non-verbal

are adjusted to match the person you

are with, you never change your level

of enthusiasm for your product or

service. if a prospect approaches and

the person’s body language says he

or she is tired and irritable, you adjust

your para-verbal and nonverbal to

closely reflect theirs, but on the inside

you always remain as passionate and

enthusiastic as ever.

Conclusion

While e-commerce is growing by

leaps and bounds, there are still many

situations where customers want to

know the people they are going to do

business with. the best tool in your

marketing arsenal is face-to-face

opportunities like special events and

trade shows. When you add well-

honed rapport building skills to your

approach, you can expect a definite

increase in your results.

expensive. Make sure that you are

designing an incentive program

around your company's goals and

your employees' needs. Do not try

to second-guess what someone

else would find to be an incentive,

ask! provide incentive travel only to

those who want it. not everyone

wants to travel today, if the goal is

motivation then provide two or

three non-travel alternatives. that

way the person who is choosing

the trip truly appreciates it.

Be clear as to what the incentive •

program travel will include. in

today's world of high costs, a free

ticket abroad may become more of

a hassle than a reward unless your

incentive program also includes

the cost of a hotel and at least

some meals. a free airline ticket

abroad or people who cannot afford

the added costs such as currency

exchanges, have never obtained a

passport, or are monolingual may

become more or a disincentive

rather than an incentive. Make

sure you are clear about what the

hidden costs of travel may be. also

think about the employee's family

needs. if the employee has small

children or a sick elderly parent,

incentive travel may not return

the desired effects.

[Cont. From Page 23] [Cont. From Page 26] [Cont. From Page 28]


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Ad Index June 2009 Supplier . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page No.

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June

advertiser’sindex


Last word

this month Brilliant results has the

opportunity to interview nedra Kline

Weinreich and publish her informative

article on strategic Marketing for

Non-Profits. Nedra is the president

and founder of the social marketing

firm Weinreich Communications

(http://www.social-marketing.com)

and the author of Hands-on social

Marketing: a step-by-step Guide

(http://tinyurl.com/qoajp). she also

writes the spare Change blog (http://

www.social-marketing.com/blog/),

on which she discusses using social

marketing to make a difference.

Br: What motivated you to start

Weinreich Communications?

nKW: My background is in health

communications and behavior

change. traditionally, the approach

most often used to try to bring about

behavior change is education. But

while awareness is necessary, it is

often not sufficient. It makes sense to

apply the same commercial marketing

techniques that we know work so

well to drive purchasing behaviors

to health and social issues. When i

started Weinreich Communications,

social marketing was still largely

unknown except at the international

and Federal levels. My mission –

both in my work and through my book

– is to help organizations that may

not have marketing expertise or big

budgets to use social marketing to

accomplish their goals.

Br: What are the initial steps an

organization and/or non-profit should

take to develop a successful social

marketing program?

nKW: the key elements in a social

marketing program are the same as

for any other marketing effort, and

fall into a step-by-step process that

ensures you don't miss anything.

segmenting and understanding your

target audience is critical. Even more

than demographics, characteristics

like knowledge, attitudes and

behaviors determine the approach

that will be most effective with a

particular group. Understanding the

values that underlie the decisions

that people make, and how your

issue ties into those values, helps to

shape the benefits that you promote

in your messaging. research with

members of your audience to find out

what they are thinking about the issue

and how it fits into their lives must

inform development of your program.

Building a strategy that includes the

elements of the social marketing mix

referred to in the article must also

occur before jumping into developing

the messages and media that you will

use to get the word out.

Q&A WITh BR

Strategic Social Marketing


Br: What are your key

recommendations to deal with the

impact of current economic conditions

on social marketing?

NKW: Being as efficient with your

budget as possible will be the key. Find

creative ways of targeting your audience

that may not involve a lot of money. one

of my favorite campaigns to reduce

drinking and driving involved passing out

hand stamps for local bars and clubs to

use as people were admitted that said

“Don’t Drink and Drive - Call a Cab” with

the local cab company’s phone number

– cheap and incredibly effective. also,

social media should be a key piece of

the strategy if your audience is online.

Most of the tools are free to use, and

effective implementation of a social

media strategy involves only staff time.

Br: How can social marketing

enhance a for-profit organization's

brand perception?

nKW: though social marketing is not

often done by for-profits, its cousin cause

marketing can make a big difference

in a company’s appeal to potential

customers. Cause marketing is when a

nonprofit organization and a company

partner together for mutual benefit. The

nonprofit gets more exposure as well as

donations (either a percentage of sales

from a particular product or a flat amount

from the company). the company gets

the halo effect from being associated

with the cause and becomes known as

a good corporate citizen (as well as a

possible bump in sales).

Br: What are your favorite Websites,

Blogs, social networks and are any of

them involved in social marketing?

nKW: i spend a lot of time on

twitter to keep up with social marketing

colleagues and others from whom i get

great resources and ideas (my twitter

handle is @nedra). i also read a lot of

social marketing blogs. some of my

favorites are:

on social Marketing and social

Change -

http://socialmarketing.blogs.com/

Social Butterfly -

www.fly4change.com/

social Marketing panorama -

www.socialmarketingpanorama.com/

pulse & signal -

www.pulseandsignal.com/

i have also collected a vast

array of social marketing-related

bookmarks on various topics at

http://delicious.com/weinreich.

Br: Following is nedra’s

informative article strategic social

Marketing for Nonprofits:

If you run a nonprofit, you know that

marketing is essential to your mission.

To many nonprofit managers, marketing

equals fundraising and nothing more.

But your organization exists for more

than just bringing in donations. By

using social marketing methods, you

can boost the effectiveness of your

organization's programs and activities

that are the reason why it exists in the

first place – to make a difference.

social marketing uses the same

tools and techniques of commercial

marketing, but its purpose is to bring

about positive health and social change.

rather than focusing on sales or funds

raised as the ultimate outcome, social

marketing's bottom line is behavior

change. Did you increase the number

of people getting screened for prostate

cancer? Do people now put their soda

cans and plastic bottles in the recycling

bin rather than the garbage can? Have

youth become more active and likely to

exercise regularly?

social marketing as described here

is distinct from the more recent usage of

the term by bloggers and social network

marketers to label peer-to-peer or

consumer-generated media. The field

of social marketing has been around

for almost 40 years, used to address

issues around the world including family

planning, HiV/aiDs, obesity, pollution,

breast cancer screening, cholesterol,

tobacco prevention, civic involvement

and much more.

When social marketers develop a

program strategy, they have to consider

the same elements of the marketing mix

as commercial marketers. However,

the social marketing mix has to be

adjusted somewhat to take into account

the unique nature of the types of

products and environments with which

they work.

What does the social marketing

mix look like and how is it different

from the "Four ps" that commercial

marketers use?

1) product

the social marketing product is not

usually a tangible item, though it can

be (e.g., condoms). Generally, social

marketers are trying to sell a particular

behavior. While you may be promoting

a life-saving or life-improving practice,

quite often social marketing behaviors

are things that people don't particularly

want to do – eat more fiber, conserve

water, exercise, get a colonoscopy.

to address this issue, use the same


Last word

effective tools as commercial marketing

to promote the product's benefi ts based

on the target audience's core values

to show them how using the product

helps them become the person they

want to be.

2) price

While adopting the product may have

a monetary cost, the more important

price considerations are social and

emotional costs. these might include

the hassle factor of performing the

behavior, time, embarrassment,

deprivation of something they enjoy,

fear of fi nding a medical problem, or

social disapproval. the strategic issue

here is to fi gure out how to reduce the

price as much as possible and make

it easy and stress-free to perform the

behavior.

3) place

How will you make the product

available? in other words, how

and where can people perform the

behavior? the concept of aperture is

relevant here; just like a camera's lens

opens and shuts very quickly to let in the

light when you take a picture, you have

only a small window of opportunity to

get your messages through to the target

audience at a time and place they can

act on it. Your potential participants will

not go out of their way to look for your

messages – you need to go to where

they are and give them the opportunity

to easily learn about the product and

perform the behavior.

4) promotion

promotional approaches for social

marketing do not differ much from

those used by commercial marketers.

However, one key difference may lie in

the types of target audiences addressed

by social marketing programs. Many

are not the types of consumers that a

for-profi t business would even consider

going after; they may be low-income,

unable to speak English, diffi cult to

fi nd, and/or uninterested in making any

changes in their lives. social marketers

may need to be very creative in the

ways they promote their products to

these hard-to-reach populations, such

as those who are homeless, illegal

immigrants, drug users or sex workers.

and because of the inherent

challenges faced by social marketing

programs, i have added four more "ps"

to the social marketing mix:

5) publics

in order to be most effective when

planning and managing a social

marketing campaign, you must take

into account all of the people who can

affect the success of the program. this

includes the external publics – the

target audience, groups that infl uence

the target audience, policymakers,

the media and others outside the

organization. Just as importantly,

nonprofi t social marketers must involve

their internal publics in the development

and preparation for the program

implementation. these are the people

within your organization – everyone from

your Board members and management

staff who must approve your plans on

down to the receptionist who answers

the phones and needs to know what to

do when someone calls in response to

the campaign.

6) partnership

Many social marketing

issues are so big that

one organization cannot

address them alone.

potential partners include

organizations (other

nonprofi ts, government

agencies and corporate

businesses) that have one

or more of the following

attributes: similar goals to yours,

access to the target audience,

credibility with the target audience,

interest in sponsorship of your

program, or resources that fi ll gaps in

your organization's capabilities.

7) policy

Governmental or organizational

policies can act as a catalyst for social

change on a large scale. When policies

are put into place that provide an

environment of support for a particular

behavior, individuals are much more

likely to sustain that behavior change.

For example, workplace-nonsmoking

policies make it easier for smokers to

quit by ensuring that they do not see

others lighting up around them and

removing those social cues to smoke.

8) purse strings

Unlike businesses, many

nonprofi t organizations are not able

to automatically set aside a certain

percentage of their revenue for

marketing activities. social marketers

must be creative and proactive in

seeking funding for their campaigns

from sources including corporate

partners, foundations, donations and

government agencies.

By using the social marketing mix

to plan your strategy, you can go

beyond fundraising, using marketing

to make a meaningful impact on the

lives of the people your organization

exists to serve.

For additional information

contact nedra Kline

Weinreich at weinreich@

social-marketing.com.


3M, P

ost-

it an

d th

e co

lor C

anar

y Ye

llow

are

trad

emar

ks o

f 3M

. ©3M

200

9.

For more information, please contact your 3M Promotional Products Distributor. 1-877-863-6961 or visit www.3M.com/promote

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