Know-How Exchange : Strategy

Last year my boyfriend and I held our first annual community holiday open house to raise donations of nonperishable food for our local food bank, toys for Children's Hospital, and food, toys, and blankets for a nearby humane society that is in such bad condition, the place should have been condemned years ago. Over 400 brochures were professionally prepared and placed on doors in our neighborhood in a plastic door hanger with chocolate mints, and also left in a few pet-related spa-type stores and businesses in our town.

It could be that because we held the open house the second week of December that the response was so poor, I don't know, but we certainly won't be making that mistake by holding the event so late again. We will also be asking our friends and colleagues to spread the word this year in hopes they will participate.

This year we've decided to narrow the open house to a true fundraiser to benefit just pets. I don't know if I can mention my nonprofit animal charities here, so I won't. But one works globally, the other nationally.

I am thinking to keep the paperwork to a minimum that all that gets distributed is the invitation (again, professionally prepared), and the nonprofits' donation sheet or card, with enough information that the recipient can fully research online and learn what they are all about. This way, no matter how busy someone may be, they won't have to shop, they can just fill out the donation form and leave a check with us in the nonprofits' name, knowing that their donation is fully tax deductible. Of course, we want people to enjoy the holiday spirit and linger for a while as they enjoy good food and great company.

We obviously provide all the food and drink, and little goody bags for all to take home. Last year we prepared goody bags of treats for dogs or cats for the people who donated pet items. These were a big hit. Stapled to the paw print cello bag of treats was just my general business card from my pet health Web site.

We did not promote my online gift shop at all last year. I do not have a brick-and-mortar store. My boyfriend did not want to scare people off by making this event seem "corporate." But this year I DO want to promote my business, as I am trying to grow the business, as well as bringing awareness to these wonderful charities that work nationwide. (A portion of everything I sell in my online shop gets donated to these charities.)

I am open to any and all suggestions on how to make this year's event a raving success. In addition, what I learn here, I want to pass on to other pet-lovers on several of the boards I am on in hopes that if they'd like to hold their own fundraiser in their home towns, that they have the wherewithall to do so.

Thank you in advance for your assistance!

- Jean