Is It Really Advertising or Another Fundraiser?
- Title: Is it Really Advertising or Another Fundraiser
Length: 705 words
Author: BIG Mike McDaniel
Web Address: http://BigIdeasGroup.com
PERMISSION TO PUBLISH: This article may be
published in magazines, newspapers, newsletters
and on web sites provided the copyright and
resource box are included.
OK to edit for space and audience requirements.
Please use an active hyperlink on websites.
Complete Article with Resource Box follows
Is it Really Advertising or Another Fundraiser?
by Small Business Advertising Expert BIG Mike McDaniel
An ad in the annual Ladies Club Horse Show Program Book
is not advertising. Neither is anything with your name on
it in a high school yearbook.
We call 'em Gimmies because the people who "sell" them
are not selling advertising. They are looking for a
handout. Gimmie! For years fundraisers have been
disguised and pitched as advertising by volunteers
associated with the charity, church or school.
It works, businesses everywhere fork over the money for
an "ad" with no coverage, no frequency and very few, if
any, readers. The value is only perceived because someone
labeled it "advertising".
They don't call it a fundraiser because fundraisers don't
make as much money as ad sales. You can turn down
fundraisers every day. By calling it advertising they can
call on people in business and make them feel guilty if
they don't fork over the cash. The perceived threat that
the wife of a good customer might go home and tell hubby
you would buy a crummy little ad her would cost you his
business is implied from the get-go. But it only works on
the small businesses where the decision maker also
controls the money.
Because of this fear, the average small business coughs
up one to three grand every year for gimmies disguised as
advertising. If you really want to be associated with the
event offered, buy a small signature ad. But only buy the
ones you REALLY care about. The others should be told NO.
But the gimmie threat doesn't work at the bigger places..
the manager just says "that's all handled out of
corporate, you have to call them" end of threat. You
don't see Wal-Mart on the little league fence.
Plus, you don't need to clutter your business with signs
and posters for the charity circus date or church bake
sale. You are not helping the cause a bit. No one will
read or care what is in your window. Tell the little kid
with the signs it is not company policy and let that be
that. Better yet, blame it on someone else. Tell 'em your
lawyer has advised against you openly supporting local
events by displaying signs and banners because it gives
the appearance of legal liability by association. Works
every time. Think about the places you shop that have
large bulleting boards for all that clutter.
Keep your hand firmly on your pocketbook and spend your
bucks on real advertising. Let someone else fund the
You don't have to buy fundraisers disguised as ads even
if you think saying "No" to the wife of your best
customer will mess up your business relationship. It's
all in HOW you say NO.
©2008 BIG Mike McDaniel is the Small Business Advertising
Expert. Get BIG Mike's free newsletter for small business
at http://BigIdeasGroup.com/newsletter - Find hundreds
small business articles at
No virus found in this outgoing message.
Checked by AVG Free Edition.
Version: 7.5.516 / Virus Database: 269.21.1/1302 - Release Date: 2/27/2008 4:34 PM