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!