Images are very powerful. From the snapshots we carry in our wallets

to the snapshots we carry in our minds, they elicit memories and

emotions. We’re also a nation obsessed with the visual medium - from

movies to magazines. And in the realm of commerce, how many of you

buy something site unseen? More important, how many of you ask your

fundraising customers to buy something sight unseen?

You might be thinking, “Isn’t that what the fundraising brochures
are for - to show the customers pictures of products and pull them
into the sale?” Yes, but a fundraising sale is about more than just
selling items to people. Your fundraiser actively involves the
community in helping your organization raise money to achieve your
goal.

We discussed in a previous newsletter article, about “Donation Mode”
versus “Shop Mode”, how fundraising customers exist somewhere in
between charity and commerce. Specifically, when a customer chooses
to buy something from you, they aren’t giving you their money - they
are giving you their buying power. The most important “sell” for you
isn’t any one item from a fundraising brochure, it’s to get each and
every customer to buy into your fundraiser in the first place.

How do the fundraising catalogs sell items? Pictures.

How should you sell your fundraiser? Use a picture!

You should have a picture of your group with some connection to your
fundraising goal. For example, if you are a team raising money for
new uniforms, then get a team picture in full uniform. If you are
raising money for a trip, then combine a picture of your group with
where you are going - or a picture of the competition you are
traveling to compete in. This is *your* catalog picture of your
fundraiser to sell your customers and get them to give you their
buying power. Once you’ve accomplished this - then hand over that
fundraising brochure and let it do it’s job.

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As an additional benefit, the pictures your sellers carry are also a
constant motivational reminder to them to help your group achieve
it’s goal!

Hint - if you are offering prizes to sellers, consider giving them a
picture of the prize to carry along with their sales packets.

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Safety First brochure incorporates group photos into the products!

I’m a consumer first and in business second. Pretty much, that’s the
philosophy here at Wow Fundraising - we want to offer the products
and services that we would want as consumers. Day to day this puts
us in a unique position to really understand the typical consumer.
We break a consumer’s willingness to part with their money into two
modes, “Donation Mode” and “Shop Mode”.

“Donation Mode” means that a consumer gives money away with no
expectations on what they will receive in return. Perhaps they get a
coupon or a sticker but they are not actually purchasing anything.

“Shop Mode” means that a consumer pays attention to the best price
for the best product for something that they desire. Retailers who
can offer the best price/quality combination win the sale.

When you are running a fundraiser you are in a very special position
in relation to the consumer. Most fundraisers sell products. As I
said earlier, I’m a consumer. If you approached me for a sale and
you didn’t have any special reason (like your fundraising cause) for
me to buy something from you then I’m going to evaluate you purely
on the basis of the price and quality of your product and my desire
to have it. In other words, I’m going to be operating in pure
“Shop Mode”. But, you *do* have a cause and suddenly I’m somewhere
between pure “Donation” and pure “Shop” mode. I’m not going to
donate my money to you, however… Pay attention now!

BIG POINT NUMBER ONE
====================
I am donating to you my buying power as a consumer.

BIG POINT NUMBER TWO
====================
Just because it’s a fundraiser does not mean you can treat me any
less like a consumer.

What does this mean? ONE - You’re playing on my “Donation Mode” and
I’m going to buy from you instead of from a retail store. Also, I
wasn’t actively on the market shopping for whatever item that you’re
selling, but I’m willing to buy something, and even pay more than I
could get it for from somewhere else, to help your cause. This leads
into TWO - My “Shop mode” dictates that you still need to sell me
something I would actually use, eat, or put in my house. I expect to
get something for my money.

What do you need to do when picking your fundraiser?

* When you look at fundraising brochures don’t base your decision on
prices alone. Remember a consumer’s “Donation Mode” allows them to
pay more to help out your cause.

* Don’t evaluate your fundraising program on products that you would
be willing to purchase. You still need to consider the consumer’s
desires so pick something that is going to sell well in your area.
Wow’s consultants can help you zero in on just the right products.

* When you approach a customer with your fundraiser, tell them about
your cause. Additionally, give them a reason why they can use your
product. For example, someone who wouldn’t buy an engraved pen for
themselves may very well buy one for a graduation gift or college
acceptance gift if you remind them of these reasons. Remember that
“Donation Mode” means you have a willing consumer so give them a
rationalization to purchase.

* Combine multiple brochures in one fundraiser to make sure you have
something for every customer. Pick product combinations that don’t
compete with each other so that neither brochure’s sales take away
from the other.