Not only do they offer high end looking fashion eyeglass frames, but they sell them for a fraction of what us discriminating four-eyed spectaclistas are used to spending. For instance, you can snag a chic new pair of shades with lenses for just around a hundred bucks! And if you’re hesitant to purchase your goggles online, no problem. You can receive up to five sample pairs before you buy them.

But here, my Cause Marketing visionary, is perhaps your favorite part. Such a nice thing, it might actually bring a tiny tear of joy to your eyes.

Every time you buy a pair of glasses from Warby Parker, they’ll donate one of their trendsetting shades (filled with prescription of course) to RestoringVision.org to help others see and live fuller lives.

It’s kind of like getting a “two-fer” – One for your eyes and one for your heart.

But it’s hard not to, and I still do it myself sometimes. Closing a sponsorship deal isn’t easy, especially these days when companies are scrutinizing everything and watching every penny.

Here are three tips to make sure that you earn the title of salesperson, instead of that of glorified customer service rep who can talk all day but can never close a deal!

Don’t give them an excuse to say no. I hear about this all the time from companies. The nonprofits that call on them are inflexible, selfish and unrealistic. This is how not to be one of them.

* Build all your sponsorship packages a la carte. Don’t walk in with one sponsorship option that they can only say yea or nay to. Follow my lead and build all our sponsorships from the ground-up, swapping things in and out based on the prospect’s needs, interests and budget.
* Offer to lend a hand whenever possible. Companies are busier than ever. And while a sponsorship with you is undoubtedly a great opportunity, their success does not depend on it. That’s why you should offer to be as helpful as possible. For example, when sponsors of Halloween Town had difficulty staffing their areas on both days, we offered to mobilize our volunteers on their behalf.

The best things in life are free. I use to think that it was only nonprofits that liked everything free. But for-profits love free too. Who wouldn’t take a free sponsorship? But to make it free you have to employ this little thing I call the cause marketing twist. It works like this. Say that you want a sponsorship at an event like Halloween Town, but you’re short on cash. If you’re a retailer you could raise the funds needed for the sponsorship by doing a pinup program in your stores. The money you raise underwrites your sponsorship.

Think about the potential this has if your nonprofit hosts an annual cause walk. Instead of soliciting businesses for support from their checkbooks– where there is little allotted to cause sponsorships anyway–they instead ask their customers to support your cause with a small donation.

The business wins because they get their sponsorship. The cause wins because they raise more money than they would have ever gotten from a company check. And the consumer wins because the charity and business work together to reward the customer for supporting the endeavor (see the $175 coupons we offered for a $1 donation for our Halloween Town pinup).

Increase touch points. Whenever we’re working with businesses on a sponsorship, we’re always looking for ways to make it less transactional and more meaningful. For example, a big part of my team’s work is selling sponsorships for our annual Gala and golf tournament to hospital vendors. Now, these asks are naturally transactional because we’re soliciting support from businesses that have a vested interest in supporting us. Regardless, we still try to multiply the touch points so each business knows just how important their gift is to supporting the hospital’s mission.

The result has been that some of these vendors make company AND personal gifts, and some even continued giving after their business relationship with the hospital had ended.

For companies that are not vendors we try to get them to tour the hospital, speak with one of our docs or trustees, or least visit our blog or fan page, so they can see firsthand the work we do and make the sponsorship feel less like a deal and more like a commitment.

This might sound like common sense to you, but we’ve trained ourselves to sell the benefits of sponsorship so much we sometimes forget our mission! It might be just the opposite for you.  Regardless, we all can’t forget that a deal is not sealed with a one-finger shake. It takes all our fingers, a thumb and a palm before anyone will say “We have a deal.”

Joe Waters is Director of Cause Marketing for a Boston nonprofit. Get more of Joe’s helpful insight into Cause Marketing at Selfishgiving.com.

The benefit, HelpHopeLove” on February 27, 7-10 at Sperata’s in Lawrenceville, will be a wine tasting hors d’oeuvres extravaganza, with live music and dancing from the National Champion Southern Belles dance team. Proceeds from the ticket sales and  live & silent auction will go to “Love A Child,” a children’s orphanage in Haiti. Other key sponsors for the event are redevelopment specialist, Emory Morsberger and Heather Kohberger, owner of Clogging Connection at City Center Dance.

While Peters’ boutique already donates to charity a percentage from every sale of jeans or t-shirt, throwing a fundraiser is new to her. “When I first heard the story break about Haiti, it was absolutely horrific to me,” explains Peters. “I knew I wanted to help somehow, but wasn’t able to find any local way that I could get involved in at that time. I thought if I can’t find one to be a part of, I’ll create one myself. I’ve never planned a fundraiser or event like this, but told myself I’d figure out how.”

Not being one to wait for things to happen, Peters called for a 10 a.m. meeting at her boutique the next day. In attendance and joining on as organizers were entrepreneurial women Antoinette Lopes, Sharna Fulton, Karen Turner, Lizzie Jaeger, Tami Reed, Heather Kohberger and Jennifer Morsberger. “It’s incredible how everyone pitched in so quickly to make things happen — from getting the word out to selling tickets to obtaining items for the auction,” says Peters. Then again, ask Lizzie Jaeger, a personal fitness trainer. “Christine’s enthusiasm is contagious. She has a way of making everyone want to be a part of something bigger than themselves.”

When asked why the fundraiser was for Haiti’s children, Peters responded adamantly “Why not! I’m sad when I think about children not having a family to come home to, hug, cook with, sit next to and know they are loved unconditionally,” explains Peters. By witnessing firsthand the incredible work done in an orphanage, I have taken mission trips to for 3 years in Mexico, It motivates me to help any orphanage in any way I can.”

Tickets to HelpHopeLove are 40.00 each and can be bought online here. For more information, you can also visit the event’s blog

Peters Path Store (PPS) is an online and brick and mortar boutique in Lawrenceville, GA aiming to make the world a better place. PPS is more than a shop for women’s latest hot fashions, organic clothing, accessories and home goods. The company promotes socially responsible shopping and creates awareness for causes such as “Love A Child.”

Love A Child is a 501(c)(3) non-profit Christian Humanitarian Organization and a Private Voluntary Organization (PVO). Love A Child is member of the Evangelical Council of Financial Accountability (ECFA), which has the highest standards of accountability for non-profits. They also have the Independent Charities of America (ICA) “Best in America” Seal of Approval. Love A Child is working to reduce the poverty in Haiti.

For more information, please email Christine Crowley Peters: Christine@peterspathstore.com or call 770-910-7722

2. As soon as we take the focus off our business or ourselves for a minute and do something for someone else – many problems disappear.

3. In every major religion, giving is one of the key laws to living a happy life.

4. There’s no better feeling on the planet than seeing someones else’s life improve from your efforts.

5. When your business does something that truly gives back the world watches and wants to help. This I guarantee you. I’ve tested it out.

6. Your business cards are printed for free. Ask your printer!

7. Life has a funny way of giving you more the more you give.

8. You obtain the occasional tax break.

9. PR is easier to come by because it is true and it is real.

10. Giving back has been proven to help cure depression.

Sean Coetzee is President of Woodsmoke, Inc., an online boutique that says “Buy Africa. Support Africa.” Woodsmoke sells African coffee, textiles, jewelry and more. 5% of every sale from a Woodsmoke purchase goes to educating children in Africa. “That’s what brings meaning to my life and this business,” says Sean Coetzee, Founder Woodsmoke

Chloe Pink™ believes in helping others. So, she’s pulling up her sleeves and getting to work to promote as many of of her favorite causes as possible. If you’re a non-profit or social entrepreneur (who does Cause Marketing), email sharna.fulton@att.net (She’ll make sure to get your message to Chloe. And together, we’ll all make the world a better place.

P.S. Chloe wants to be YOUR fan on Facebook. And you can also follow her on Twitter

Keep in mind that this is my definition of cause marketing. (There are other definitions out there.)

Cause marketing is a partnership between a nonprofit and a for-profit for mutual profit

A few things about my definition.

First, my definition is focused on cause marketing, not the marketing of causes. Cause marketing for me is not about advertising campaigns for causes.

Just this year I’ve come to appreciate why some cause marketers still use “cause-related marketing” to distinguish transactional cause marketing from cause advertising. While I admire the precision of the phrase, the expression is so clunky I can’t bear to use it!

Second, the word partnership means something. The relationship is work-work and win-win. No one is getting a free ride, an unexpected check, or a cursory thank you in the mail.

Finally, the profit in cause marketing comes in two forms, first for the nonprofit and second for the for-profit.

For the nonprofit, the profit is money AND branding/visibility. St. Jude’s raised tens of millions this fall through Thanks & Giving. Last year, Komen raised around $30 million. Cause marketing also offers causes valuable branding and visibility. There is no better example of this than Product RED, which has built a top philanthropic brand through its cause marketing pacts with partners like Gap, Starbucks, Apple, and now, Nike.

For the for-profit, the profit is greater favorability with consumers and, potentially, increased sales. The premise is a simple one. Consumers buy from companies they like and respect. Cause marketing is a conduit to earning their favor.

There are three tactical approaches for cause marketing:

Point-of-Sale. For those of you who know me, you know I’m all over this. Just do a search on my under “pinups.” These are programs that happen at the register with pinups, paper icons, scannables, paper plaques, call them what you will. The MDA Shamrocks are the classic example.

Percentage-of-sale. These are products or services from which a dollar amount or percentage of the purchase price goes to a good cause. One of my favorites is the New Balance/Komen partnership. New Balance donates 5% of the MSRP of all items from the Lace Up for the Cure Collection with a minimum guarantee of $500,000. In 2009, Komen received a million dollars!

Licensing. This approach is dominated by the big charities and companies. A longstanding licensing pact is Arthritis Foundation’s Ease of Use Commendation for the Advil Caplets Easy Open Arthritis Cap.

Three clarifications on cause marketing.

#1 – Sponsorship is different from cause marketing. But not in definition. I agree that sponsorship can involve a partnership between a nonprofit and for-profit for mutual profit. The difference lies in execution (i.e. point-of-sale, percentage-of-sale, etc.).

#2 – Cause branding is different from cause marketing. Chris Mann from New Balance makes an excellent point on this in the comments below. Read it and my response. But let me say: Cause branding, like corporate social responsibility, is a strategy. Cause marketing is a tactic that falls under cause branding and CSR.

#3 – Cause marketing is not pure, altruistic philanthropy (gasp!). Like the name says, it’s, eh, marketing (which I define as the things we do to get and keep customers). One of the goals of cause marketing, especially as I define it, is money for a cause. But it’s not the only goal and it’s certainly not given without strings attached, for both partners.

It’s not giving. It’s SELFISH GIVING.

Now that we’re clear on that, what questions do you have?

**Hat tip to @grantgriffith for encouraging me to write this post!

Thanks to Joe Waters of Selfishgiving.com for contributing this article. A foremost authority on the subject, Joe is also the Director of Cause Marketing for a Boston nonprofit.

Looking at it from a business marketing point of view (my day job), I see nothing wrong when a company wants to share their profits in exchange for a contractual right to align with a brand important to its customers, ie: women.

But, as a consumer and your average joe-ette off the street…and someone, who thanking my lucky stars, fingers crossed has never faced the disease that one out of every nine women reportedly get, I see things a little differently. My problem is more with Komen, the nonprofit, and their non-discretionary way of accepting, it seems, any and all business sponsors on the face of the planet. This issue is addressed in a well written and researched Boston Globe story, “Sick of Pink.” (Another reason, we still need good newspapers and real journalists.) The Boston Globe reports that while Komen raises money for breast cancer through merchandising partnerships, it often Pepto pinkishly candy coats a serious disease and thus, offends those (breast cancer victims) it’s trying to support.

What’s more, Komen has hijacked the color pink. A color that used to be associated with Audrey Hepburn’s movie “Funny Face.” There’s a fabulous song in the 1957 Paramount motion picture when the publisher of a Vogue-like magazine sings “Think Pink” as she contemplates the next issue. But now, pink is well, a plague and a symbol of “do you care about women or not?” Stuff that’s a little too heady for such an innocent and precious color if you ask me and Chloe Pink.™

Sadly too, I believe, the prosperity of pink ribbon marketing has taken away some of our collective and valuable brain space. Thoughts in one’s head while sitting at a traffic light behind a soccer mom’s SUV with a pink ribbon on it could compassionately linger elsewhere. Like towards the prevention of heart disease or “Should everyone be entitled to health care in this country?” No wonder though. How alluring is the vision of an aortic valve or the Aetna logo?

I have a theory that one — just ONE little reason that Susan G., Avon and the likes of have been so successful. It’s this. Nothing sells better than sex. And nothing is sexier than than those lactating organs of women that men don’t have and thus, women take such pride in. This could be several more feminist related blog posts, but I digress.

Instead, let me end here and just say, personally, I applaud anyone’s efforts in walking for and raising money for breast cancer. No question it’s a sad and serious affliction.  I also have no problem with New Balance putting a pink ribbon on its shoes — or Starbucks giving some centage to RED from every latte I drink in December or whatever month it is they do that. Just know that when I drive to my favorite coffee spot this morning, you won’t see any “Save the Tatas” bumper sticker on my rear. And when I get home, I just might watch a little Audrey and Fred on my DVD player. And remember the good ol’ days when pink was (only) my favorite color.

The petroleum company will be giving not just 10%, 25% or 50%, but 100% of all coffee sales from its Georgia stations–including seven in Gwinnett–to Camp Sunshine. And it’s not just for one day, but three: Monday, December 21 through Wednesday, December 23.

The idealic Cause Marketing Campaign, is a win/win/win for everyone. RaceTrac deservedly earns brand equity by showing us, Gwinnetian java lovers it does more than sell gasoline. RaceTrac’s customers can enjoy a great cup of joe knowing they’re supporting a wonderful charity. And Camp Sunshine gets much needed funding for its North Georgia haven dedicated to helping children with cancer and their families.

“This is a really important cause to our company and CEO, and we hope that everyone needing gas or coffee can help the effort,” explains David C. Smith, Assistant Brand Manager for RaceTrac. He adds, “Our CEO, Carl Bolch, Jr., and his wife sit on the board of Camp Sunshine. The organization is facing a very severe financial deficit this year, and this was an opportunity to help close that gap.”

When: December 21-23rd

Where: All RaceTrac stores in Georgia, including the following in Gwinnett:

• 3840 Stone Mountain Hwy., Snellville
• 3405 Sugarloaf Pkwy., Lawrenceville
• 2682 Buford Drive, Lawrenceville
• 906 Pleasant Hill Road, Lawrenceville
• 5700 Peachtree Ind. Blvd., Norcross
• 3195 Lawrenceville-Suwanee Rd., Suwannee
• 2592 Pleasant Hill Road, Duluth

Cost: Nothing beyond the normal cost of the coffee with all proceeds going to help children with cancer.

RaceTrac operates over 525 retail gasoline convenience stores in 12 southeastern states. RaceTrac’s roots go back over 75 years to 1934 when Carl Bolch, Sr. opened independent gas stations. His strategy was to be independent of major oil companies and to consistently offer lower-priced gasoline to the public. A standard RaceTrac features 20-24 fueling positions and a 4,000 plus square foot convenience store, featuring over 4,000 items.

Camp Sunshine enriches the lives of children with cancer and their families through recreational, educational and support programs allowing them to share similar experiences and to participate in activities that promote normal childhood development as they cope with the challenges of childhood cancer. For more information about Camp Sunshine or the numerous programs offered, call 404-325-7979.

Seriously. Ambitious business people have joined the  two way conversation on Twitter and Facebook. They know it’s not about a one way ad or a brand anymore. It’s about talking to your customers in an informal, informative way. It’s about sharing information with them that’s helpful so they’ll remember you when they need your service. Yes, you could be marketing your business more cost and time effectively with today’s FREE social media tools. And getting more results in the long run.

So, why haven’t you started? Is your business idea not all that different than the guy’s next door? Do you not enjoy writing? Is it hard to find time to commit to a social media plan? And yet, you feel it’s all up to you even though you don’t really have a professional or creative marketing background? C’mon be honest with yourself. If you haven’t worked for an ad agency as a copywriter, art director or account person, or, as an in-house marketing or communications person, you don’t have professional advertising experience.  I do. I started Peace of the Pie because I believe small businesses should have access to the same professional and creative advertising that big companies do, therefore giving them the ‘piece’ or amount of business that they deserve. And the “peace of mind” that comes with succeeding in the marketplace.

I have 15+ years experience as an advertising copywriter–writing tv, radio and print for national, regional, small business and business to business clientele. 25+ years marketing experience including 2 years in P.R and social media. So how does that translate to your needs. Well, for example, my current employer has received TV, newspaper, online and business partnership publicity through a goodwill program in its second year I created for them. I know how to come up with “the big idea” and make the word spread.

I love to help small businesses. I can show you how to do it yourself or do it for you. It could be a consultation for only a few hours. I could work with you on a project basis or a few hours a week if need be. Let me know your budget and where you think you could use help. Free consultation if you buy me a Starbucks. Then, I’ll you give you a proposal. Whatever you need. It doesn’t have to be complicated. You just have to be committed to your business and know that expert marketing help will make a difference.

I can help you understand and effectively use:
Twitter
Facebook
Blogging
Enewsletters (Constant Contact)
Logo design
Promotional pieces and ads
You name it

Please email me for specific website, PR and copywriting samples.
Sharna Fulton
www.peaceofthepie.com (personal cause marketing blog)
www.talkgwinnett.com (contributor)

404-663-8450
sharna.fulton@att.net

The 2nd Annual “Sweaters for Seniors” was started by Alternative Home Care for Seniors (AHCS) last year. “We were looking for a way our small business could contribute to seniors in our community and came up with the idea,” explains Derrick Merchant, co-owner, AHCS.

Thanks to the help of local media, ‘Sweaters gained the attention of the Galloway School in Atlanta and raised more than 250+ donations in 2008. With more knit pieces than imagined, the program looked to find an organization with a serious need.

Enter Gary Galloway, Volunteer Services Coordinator for Gwinnett County Seniors Services who gladly received many of the donations. “The sweaters were given to seniors facing the dilemma of keeping prescriptions filled before Medicare deductibles were met. They also had to turn down their heat due to increased bills,” explains Galloway. “Many seniors get cold from medications that thin the blood too.”

“To grow the much needed program in 2009, we sought out a business partner who could provide added foot traffic and give people more opportunities to donate,” says Sharna Fulton, Marketing Director for AHCS. “Sweaters for Seniors seemed to especially touch women who went through their closets to find new or like-new sweaters they never wear, but could really help a senior.”

As for Chick-Fil-A? “We couldn’t ask for a better partner,” explains Derrick Merchant, AHCS. “They’re a respected business in Snellville and also where family and friends come together in our community.”
Alternative Home Care for Seniors is a privately owned home care agency that helps seniors remain independent in their own home. AHCS has provided companionship and personal care to seniors throughout Gwinnett and all major metro Atlanta counties since 2002.

Gwinnett County Senior Services is the contracted provider of aging services for Gwinnett County. Its mission is to help seniors maintain their independent living status. For more information on the 2nd Annual Sweaters for Seniors, please call Sharna Fulton@ 404-663-8450 or email her at sharna.fulton@att.net