Making Donations A Win-Win Situation

The Gimme Game

As local florists, we understand the importance of helping our local communities by supporting non-profit groups and charities. However, doesn’t it seem like every time you turn around someone has their hand out for “FREE” flowers? Non-profits and other deserving organizations that traditionally have had very minimal budgets for flowers now have NO budget. In addition, the normally generous floral retailers have also experienced a steep decline in revenue. This results in florists often feeling like their business is running as a non-profit!

Handling The “Donation Monkey” Dilemma

So how do you handle this “donation monkey” dilemma? When cash flow gets tight, one of the first areas that tends to get cut is MARKETING. However, during an economic downturn, this is probably the LAST place money should be cut. During this weakened market, it is more important than ever to be in the faces and minds of the public to maximize business. Brand recognition and community involvement go hand-in-hand when building a positive business image. For this to be a partnership of the donor and recipient, the business owner needs to be more aggressive and up-front with their needs and the non-profit organization needs to be more understanding and willing to barter.

Consider Donations As Marketing Opportunities

In response to the increased requests for donations, our business approach has been to consider each request as a marketing opportunity. In the past, we were often very generous and would just give the organization free flowers, gift certificates or auction items with very few questions and asking very little in return. This is no longer the practice. Our business has sold out of “FREE” and is currently not restocking! In order for us to stay in business and be available to make future donations, we have to remain fiscally responsible and business savvy. We must receive something in return for our investment and involvement.

The Donation Request Form

As a way of maximizing the return on investment, we use a very detailed Donation Request Form. This form allows us to collect information identifying the organization making the request, their floral purchasing practices and whether they have actually been a customer of ours in the past. Obviously, organizations or groups that have supported us in the past with their floral purchases take precedence over total strangers making requests. The form also outlines the event’s specific details regarding target audience, goals and expected results. Each request must then be evaluated and a determination made as to whether it will be beneficial to “invest” in this marketing opportunity. As funds become less available, it is essential to receive as much return on investment (ROI) as possible and maximize business exposure.

Download the Donation Request Form (PDF) here!

Getting The Most From Not-Profit Donations

Besides collecting information, the Donation Request Form also outlines various suggestions for the non-profit organization to provide ROI to the retailer. Some very easy and common ones are:

• Complimentary Program Advertisement: Nice, if at least half-page size.
• Display Table at the event: An opportunity to market directly to the attendees.
• Event signage: Re-enforcement of company participation and logo recognition.
• Video logo presence: A high-resolution image of the business logo is needed.
• Website linkage: Great way to be seen and also increases web search engine effectiveness.
• Inclusion in newsletters, mailings and flyers/handbills: It’s all about being seen.
• Social media mentions and tie-ins: Great way to reach a younger and socially active crowd.
• Mention from Stage: Again, company name re-enforcement/recognition.
• Online Referral/Thanks from the Organization: On sites such as Google, Yahoo, Yelp, etc. Not only does this lead to greater perception by those who read the referral, but it also increases your web search engine effectiveness.
• Tickets for the Event: Attend the event and network! Or send a staff member as a “perk”.
• Guest List and contact information of attendees: VERY valuable for future marketing.

Valuable Marketing Options

Sometimes all it takes is just asking. Providing the organization with a list of suggestions makes it easier for the them to think of ways to provide ROI. Of course, the more you receive, the more generous you can choose to be. In return for these valuable marketing options, the retailer can make the following offerings:

• Donation of Auction Items: Don’t look at this as a way of getting rid of old, tired merchandise. This auction item represents your business, and as such, should look attractive and desirable. Of course, it should also contain information about your store, goods and services and locations! Market, baby!!
• Discounted floral centerpieces: Generally a substantial discount, such as 25-30% off.
• Matching Funds Donation: This is where the retailer matches the budget brought to the table by the client. This donation by the retailer could also cover items, such as rental on props/containers, décor, plants, etc… not just flowers. These items may already be sitting on your shelf resulting in minimal out-of-pocket expense for the retailer and maximizing the perceived value of your donation.
• Coupons for Discounts: To be given to the attendees for use on the store’s website. This allows you to capture their e-mail addresses as they take advantage of the discount. Consider implementing a QR code or some other means of capturing e-mail addresses that does not require a purchase. Consider a “Contest” for a free floral arrangement that has to be signed up for online. Be sure to design the coupon in such a way that you can track it back to the event to determine effectiveness.
• Gift Certificates for attendees: Such as $5.00 off next purchase, just to get people in the door. A stipulation to using the gift certificate should also include acquiring the contact information of the recipient for future marketing activities.

These are just a few suggestions that a retailer can use to barter or trade for the marketing potential represented by a donation request. By being more efficient and effective in playing “The Gimme Game,” you can turn this “donation monkey” on your back into a useful business-building practice.