The Single Best Way to Turn Local Businesses into School Supporters
Posted by Jim Berigan on 26 Feb 2008 in: Best Practices, Donor Development
A couple of years ago, one of our auction volunteers entered a local electronics store to ask for a donation. She happened to be there on a day that the owner was manning the shop.
Our volunteer introduced herself and explained what she was hoping to get and why. She even referred to the introductory letter we had sent out to all the local business we intended to visit.
The owner nodded his head and listened to her. When she had finished her spiel, he asked her if we had computers at our school. She said yes. He asked if we had radios or CD payers. Yes. TV/DVD players? Again, yes. She was puzzled by his questions.
“So basically, you’re telling me that you have a significant amount of electronic equipment at your school. Is that right?”
Our volunteer was getting a little nervous now.
Then the owner of the store asked, do you know if your school has purchased any electronic equipment in the past year?
Even though she knew we had, she played dumb. “I don’t know.” She said, hoping to avoid a scene.
“I see,” he said, letting her think about it for a moment. Finally, he put her out of her misery. “I don’t know either, but I do know that if you did buy any electronic equipment in the last year, you didn’t buy it here.”
“I’m sorry sir, I really don’t know, I’m just a volunteer.”
The owner smiled and put his hands up in a defensive posture. “Oh, please don’t misunderstand, I’m not blaming you or trying to start an argument. All I’m saying is that if you want me to donate to your school, your school should at least let me offer them a decent price on their electronic needs, which I know they have, because you told me they have all that electronic equipment.”
Now, I will tell you that this owner is a great guy, very generous, and despite our school inadvertently shutting him out of our purchasing plan, he still gave the volunteer a little something for our auction, which was very gracious of him. However, he made his point.
A couple of months later, I was in need of a new cord that connected my laptop with a projector. My first thought was to look online or go to the large office supply store we have in town (I don’t want to say the name of this big box giant, but it but rhymes with Toffice Hax). But fortunately, a little chime rung in my ear and reminded me of the local electronic shop a couple of months earlier. Ah ha! Here’s my chance.
So I drove right down to this guy’s shop and went in myself. I asked if the owner happened to be in, but unfortunately, he wasn’t. I did find and buy the cord I needed. Then I wrote a quick note, introducing myself, thanking him for the auction donation, and telling him that I bought the cord I needed at his store.
In this time when so many groups are trying to raise money for their cause, not only parents, but also small businesses take the brunt of this need. I strongly recommend, if you aren’t doing this already, to do as much shopping and relationship building with your local businesses as possible. The more often the owners see your school throughout the year, without your hand out, the more likely you’ll be to get a donation from them when you are in need.
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