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This very moment, as you read this article, literally hundreds of thousands of non-profit clubs and organizations are looking for ways to raise money! It is not uncommon to drive by a busy intersection and be cajoled by several eager teenagers asking to wash your car. It has also become commonplace to go into the lunchroom at work and find a multitude of fund-raising brochures soliciting every conceivable product: from toys, stuffed animals, magazines, candles, gift wrap and greeting cards . . . to candy, popcorn and even frozen pizza! Many of us still have boxes of Girl Scout cookies from the last fund-raising campaign.

The growing scarcity of funding for school and school-related groups, church groups, youth organizations and other not-for-profit agencies has forced many organizations to seek alternative funding sources. While there are a number of fund-raising options available (such as bake sales, car washes and charity events) clearly the most effective and financially rewarding is a product fund-raising campaign.

Millions of people participate in fund-raising programs each year, and nearly $2 billion is raised annually. The money raised helps enable non-profit groups to purchase a wide variety of items and services that make a significant contribution to the education of children, the enrichment of their lives, items such as computers, softball uniforms, sheet music, playground equipment, library books, field trips and summer camp. More than just raising money, however, a well-run fund-raising program can be an experience that educates, builds self-esteem, provides community service, promotes organization and community spirit, as well as providing name recognition for you and your products and boosting your business.

Let's face it . . . fund raising is a fact of life. So, how can we tap into these resources and be recognized by these non-profit clubs and organizations as a viable means of fund raising? How can we position ourselves to be a part of this fund raising frenzy?

1. DO YOUR HOMEWORK

Conducting a successful fund-raising program takes a lot of time and energy, so it is important to evaluate what clubs and organizations you wish to target. The local Chamber of Commerce can be very informative in assisting you with compiling a list of organizations. There are more than 2,000 professional fund-raising companies operating in the US and Canada, so the competition level is at an all-time high. Do your homework - have all your ducks in a row.

Ask questions. "When do you plan to conduct your fund raiser? How many in your group are expected to participate? What price range do you think is best? What is your fund-raising dollar goal? What works best for your group? What enthuses them?"

Keep in mind that the club or foundation has its own goals. Design a program that can be presented in a forthright, professional and polished manner. Find the need. Know the mission of the organization you are targeting and demonstrate what you can do for them. Build their confidence in you and your ability to complete the job at hand.
2. DESIGN A PROGRAM

Many direct sales companies have fund-raising programs in place, i.e., special brochures or catalogs, accompanying paperwork, profit programs, etc. Other companies have designated items or "signature" pieces used exclusively for fund-raising purposes. If your company does not, you can design your own program or highlight a special item or group of items (your best sellers) that can be promoted to use for fund raisers. (Note: Please check with your up-line manager or your company's home office staff when designing a profit structure for the organization, i.e., profits, percentages, etc. They will assist you in working within the parameters of your company’s programs to customize a fund-raising plan that will be profitable for all parties.)

Tapping into people's interest is a little bit like a TV commercial. First you must get their attention! Your solicitation letter should be different from those generally received. One of the most unique I have ever seen read something like (and I rely on my memory to paraphrase):

"To organizations such as yours, few words in the English language inspire the same sense of dread as "fund raisers." They immediately conjure up images of long hours of hard work, preparation, coordination and communication. And then, what to do? Car wash . . . Bake sale. . . Rummage sale . . . or the tired old favorites, candy bars or wrapping paper? And finally, after the dust has settled and everyone is worn out from weeks of preparation and the actual event, when you count the proceeds . . . you realize that it probably would have been easier and more profitable to simply write a check yourself! Well, no more. I would like to share with your organization a new product that will return "real" money for your time. And the time required is only a small percentage of anything you have done in the past. And by the way... it costs you nothing!"

3. EASY DOES IT

Your goal is to provide a program that will maximize an organization's financial returns and minimize the time investment of its volunteers and advisors. Provide them with all the promotional needs for a successful fund-raising drive. Be flexible. Let them know that you are prepared to work hard, work with them, and are willing to customize a fund-raising program that best fits the needs of their group.

Fund raising is a voluntary activity and should be promoted as such. If you are working with schools or school-related clubs, offer to meet with parents and help coordinate parent volunteers. Offer to make an oral presentation of the program or fund-raising "kick-off" to show your products and supply participants with letters explaining the program, company literature and order forms.

Stress the fact that you will keep track of everything and there will be no bookkeeping required by them. Make sure they know about your company's guarantee on its products and its mission to customer service. Assure them that by doing a fund raiser with you, they will have no leftover products and that you will ensure prompt and simple delivery of products. Promise them that you will do everything possible to make sure this fund raiser is the most successful and easiest they have ever done . . . and that it will be the only one they will need to do this year!
4. IT'S A FAMILY AFFAIR

Successful fund raisers involve parents and children, so stress the importance of adult participation. Clearly state goals to parents and what is needed from each participant to meet those goals. Encourage children to ask for support from family members and friends, and show working parents how easy it is to get orders at the office or workplace. Design and provide a "Who do you know?" sheet giving additional ideas where orders might be obtained.

Consider some type of multi-level incentive program for fun and extra motivation. One successful consultant offered a small award or thank-you gift to each parent who attended the kick-off meeting. Another offered product gift certificates to the top three parents/children who obtained the most orders and sales volume. To promote teamwork, others have found innovative ways to reward families for their achievements (dinners out or product shopping sprees). Whatever incentive program you choose, keep it fun and simple!

To "sweeten the pot", offer an extra cash bonus ($5 or $10) to the organization for every home show that is booked as a result of the fund raiser. Not only does this boost profits for the club or group, but many direct salespeople have literally built (or rebuilt) their fall booking schedules simply by using this technique.
5. TIMING IS EVERYTHING

There's no time like the present! Many organizations plan their fund-raising programs well in advance, so it is important to know their schedule so you can better plan your presentation. By contacting the schools in August, you may still have time to be considered for a fall fund-raising program.

Many clubs (sororities, fraternities, Rotary Club, Lions Club, Soroptimists, etc.) plan in the fall for college scholarships to be awarded at graduation in June. By approaching them now, they will have plenty of time to plan and execute a successful fund-raising project.
6. KEEP THE "FUN" IN FUND RAISING

Fund raising is not a "one size fits all". Organizations are looking for fresh and unique ways to raise money. Chances are they've "been there, done that", so when you come along and offer something different - a new and exciting product, you're bound to pique some interest.

Be different . . . be creative! You've heard it said that there are no new ideas, we just keep modifying the old ones. This is especially true in the fund-raising business. Any idea that has worked for us before can be refined or modified to work in the fund-raising arena. So try turning some of your "tried and true" theme party ideas into fund raisers!

Coordinate the theme with your product line. For example, if you carry a product line dealing with fashion (clothing, jewelry or accessories), consider a Dress for Success workshop, fashion show or brunch, accessorizing workshop, scarf tying class, "ring-o bingo" show or other event of this type. If you sell cosmetics, offer a makeover class or total image workshop.

If your product line offers home décor products, promote a demonstration in interior design or home decorating workshop. For the candle consultants, try a "votive lottery", selecting one or two types of candles, and have club members simply take orders for their favorite styles and scents. If educational products, such as toys, books, CDs, videos, etc., are your products, promote book fairs, educational workshops, etc.

For small groups (10-15 members), try a "quickie" fund raiser. Select a few items from your line. Invite members to a short demonstration and challenge each member to get five orders in five days. (When relying on catalog sales as the primary means of collecting orders, always work within a specified time frame.) This works great for church groups, softball teams, dance clubs, etc., and generates funds quickly. Or try an open-house format, allowing guests to come at their leisure to place their orders.

The possibilities are endless! All it takes is a little ingenuity and creativity to come up with a program tailor-made for your target organization. Add to that a lot of planning and preparation, along with follow-up and hard work... and you'll get an edge on the highly competitive business of fund raising! Utilize the next 60 days to make contacts and presentations to your target groups, then watch your sales and bookings soar!