Question

Topic: Strategy

Shop Concept For Cancer Research Charity

Posted by koen.h.pauwels on 4/6/2008 at 6:40 PM ET 1000 Points
My dilemma: a friend runs a charity for research on cancer and fighting its causes. The main shopping mall in his city has offered the charity space for a store in the shopping mall.

Question is: what should it sell?

On the one hand, the store should have some link to the charity's cause. On the other hand, my friend wants to raise as much money as possible, so the store should be very engaging. He could ask local artists to contribute to the products for sale, but needs specific suggestions.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 4/6/2008 at 8:42 PM Member
    It depends on the time your friend wants to devote (or can get volunteered) to running the store, which will become a business needing staffing, upkeep, etc.

    Since the store will live in a mall, first find what is an unmet need among the demographic that shop there, since you don't want to compete with the local merchants. In fact, you're looking for something that the other merchants could co-market.

    Dovetailing with the cancer/research theme, why not offer products made by people with cancer, cancer survivors, or even people who's life was cut short by cancer (but produced great products). You can also use the space for performance and/or lectures and/or artist open-houses (should the mall hours "work").
  • Posted on 4/7/2008 at 4:30 AM Accepted
    I think you are in a very positive dilemma. I have been associated as a volunteer with two of the UK's largest cancer research charities: Cancer Research UK and Roy Castle Lung Cancer research.
    Roy Castle have got charity shops, similar to ones your are looking to start. They have a pretty simple formulae:
    1) Provide as much information about cancer and its causes,
    2) Allow normal public to support the charity by donating stuff and buying stuff from the cancer shop.

    So basically, you are being useful by disseminating information and by allowing people to do charity by donating and buying stuff.
    Product wise I dn't think you should worry too much about. Just accept anything that can be resold. In UK this a very popular business model for charities, almost all charity organisations have their shops.
  • Posted on 4/7/2008 at 5:22 AM Accepted
    Ideally, products that allow people to contribute and visually demonstrate that they have contributed.

    The items could be message-printed T-shirts and bags sold at a premium (see www.feedprojects.org to see an example). These are two most proven products for such an exercise.

    The other thing could be tickets to a fund raising event.

    Hope this helps. All the best!
  • Posted by CarolBlaha on 4/7/2008 at 9:07 AM Member
    Several of the nonprofits in my area have created resale shops. People donate unwanted goods which are sold in their retail store locations.
  • Posted by joshuacrumbaugh on 4/7/2008 at 10:44 AM Member
    I would make it clear that it was a charity, but not focus on donations or anything like that. People only want to give when they're ready and you'll pass up a lot of opporunties to build revenue for the charity if you give it too much focus. I would sell need little electronic gadgets at a resonable price.

    You can buy very affordable and very need gadgets at dhgate.com They are a chinese wholesaler similar to alibaba.com, but you can pay on the site and you don't have to order large quantities like you would at other sites.

    They have neet stuff for just a few dollars:

    USB Powered Head massager
    Binocular Digital Cameras

    You name it they have it and most importantly it drives traffic. I loved the T-shirt idea, but when you can run a business that supports a non-profit such as cancer research you have an ability to drive massive amounts of free publicity. Use it wisely and create an enviroment that gets money out of everyone not just people looking to make a donation.

    Whatever you do, GOOD LUCK!
    Joshua D. Crumbaugh
  • Posted by Jessica_Castro on 4/7/2008 at 12:43 PM Accepted
    Well my mother died of a cancer a few years ago and we used to love to frequent organic food stores, book stores, and places that specialized in eastern medicine...
    I really think that if you are trying to help people with cancer you should do it both financially but also socially. I think you should try to appeal to people who have been affected by cancer in someway in their lives.

    Maybe sell motivational books or book targeted towards women making it through with cancer.

    You could sell eastern medicine (which isn't that expensive to purchase if you know where to go and has a high resale value) like anti-nausea, vitamin- c boosters, different things like that, that might appeal to cancer patients.

    You might also sell coupons for local organic food stores, or possibly have a small selection at your store depending on space (might I suggest something like Naked Juice).

    The most important thing to do is try to market to the people you are trying to help. In the end that will be the biggest difference you can make in peoples lives.
  • Posted by koen.h.pauwels on 4/8/2008 at 11:02 AM Author
    Thanks for the great ideas, guys! They fit my friend's double objective of educating people about cancer research and prevention, and of raising money for this cause. I am keeping this question open for additional suggestions now, and would love to dig deeper into specific ideas after hearing his feedback. So please keep em coming!
  • Posted by koen.h.pauwels on 4/12/2008 at 1:28 PM Author
    Thanks a million, Rajiv and Rich, for your most excellent answers!

    Hersh, can you please give us an idea about what kind of htinks Roy Castle, UK, is selling in its shops?

    Getting ready to close this up soon

    Thanks
  • Posted on 4/23/2008 at 6:19 PM Member
    You have a very good location with a lot of traffic. Excelent beginning!
    I would try to have a friend develop for you a logo of your organization. Then I would print it on gadgets (pencils, scratch books, etc) which you would sell at cost plus. Develop a list of contributors with their emails address or fax number. From them build a contact letter to follow up to develop a contributors list setting for example Gold, Silver and Bronce status depending on the amount contributed. You could set a top of $1,000 (just a sample) and of course open a bank account and register your group as a not for profit organization. I guess this will give you a long term position.
  • Posted by EnvisionTheNew on 4/24/2008 at 6:09 PM Accepted
    What are you doing to engage other store owners in the mall to be a part of this effort?

    One idea might be to have store owners identify an item or a special offer that they would like to make available in the charity store. Signage in both locations could cross-promote whatever the featured item is. You can make this a cause marketing effort that engages other stores, their owners, employees and products.

    Wouldn't it be something to have the Victoria's Secret salesperson volunteer for a day? Or how about the Guy from the Deli counter in the food court whose mother is currently fighting cancer? And so on...

    Find a way to engage the local owners and employees in telling their stories and you will have a winning strategy. And check out what causes the major chains are already involved in. There are lots of opportunities for partnering with great local events and programs.
  • Posted by koen.h.pauwels on 4/24/2008 at 9:22 PM Author
    Thanks for the most excellent ideas, everyone! My friend was very happy with several of them, as reflected in the accepted answers. Will try and keep y'all posted on what happens..
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