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August 1999 Image For a Good Cause Be a good neighbor and reach the right people with charity marketing You can spend years diligently building your brand through newspaper ads and radio spots without attracting the big spenders in your market. Try getting more involved in your community. Some jewelers find supporting charity events is an effective way to network, build trust and earn recognition as well as give something back to their communities. "It has exposed us to customers who never knew us," says John Sullivan, general manager of Alson Jewelers in Cleveland, OH. Charity events such as the Northeast Ohio Race for the Cure, which Alson sponsors, bring together the community's movers and shakers, who often are dedicated charity volunteers. Some jewelers say they even make surprisingly big sales related to their participation in the events. You probably receive requests for donations from so many charities your head starts to spin. How do you choose which one to support? "You want to pick something that touches you and your employees personally," says Sullivan. "If you don't have that yourself, ask your clients." Alson found several of its clients had been treated for or lost loved ones to breast cancer. In 1997 the store began to support the local running of the Race for the Cure that benefits the Susan G. Komen Foundation for breast cancer research. Others pay close attention to how organizations spend the money they raise. Russell Korman, owner of Russell Korman Jewelry in Austin, TX, wanted the maximum benefit from his donation, so he did thorough research on charities. He found the Junior League of Austin puts in tens of thousands of volunteer hours and closely monitors the donations it gives to local health, education and arts organizations. "They are good stewards of their money, and it takes the burden off me to have to donate directly to many different charities," he says. Don't Just Stand There!
– by Stacey King Copyright © 1999 by Bond Communications.
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