More For Your Money

Frat Group Leverages Its Clientele

could benefit, follow these procedures:

Understand the dynamics of your organization. A demographic survey spelling out who the members are and what resources they have is helpful. Also include questions about their buying patterns.

Pinpoint possible corporate sponsors. Try to identify companies that have a program that focuses on obtaining and maintaining minority customers. Then identify the contact. It is usually the director of sales and marketing, vice president of corporate affairs, or vice president of diversity.

Package your organization. Put together a comprehensive prospectus defining your program and then sell it. Impress upon your potential corporate sponsors the volume of business you will bring to their companies.

Define what you want. “If you don’t ask for it, you won’t get it,” says Dowling. Promotion costs include money for printing and mailing your value-added service guide. Ask the sponsors for marketing support. It may be within the company’s budget.

Orchestrate a win-win situation. It is important to understand the impact of providing tens of thousands of customers will have on a business. These customers will most likely turn into regular patrons. “It’s much bigger than getting your members a discount,” Dowling adds. “You also need to be thinking [about] how you can affect the organization’s bottom line.”

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