Community Involvement (3/4)

Example: you could say: “You obviously have a very worthwhile cause. I really believe I would like to help you. However, at the beginning of each fiscal year I decide which community programs we can participate in, and we establish a budget based on that participation. Unfortunately, my budget is already committed for this year.” Comment: Basically, in this approach you are not saying no but instead transferring the responsibility back to them for not getting to you sooner. Your interest reassures them that you would have helped them if the circumstances had been right. The reason these methods work so well is because of the solicitation methods used by most community organizations. Each year a whole new group of enthusiastic amateurs comprise the fundraising committees, and you will be approached “too late” by totally different salespeople. Learning to say no to the wrong opportunities is just as important as saying yes to the right ones. You are the only one who can make the decisions about donations. Your best approach is to decide in advance of the solicitations. Decide ahead of time which groups’ efforts match your goals and objectives. Remember, you cannot donate to every organization that asks for your help. Using Your Imagination The whole idea behind community involvement is creativity – avoiding the temptation to say yes to your first thought instead of using your imagination. Once you begin to devise ways to involve your restaurant, you will find that you can greatly expand your efforts beyond your initial ideas. Example: Suppose you decide to help the local fire department with their annual toy drive. They have asked if your restaurant can be used as a collection point. You agree. However, if your are a good local store marketer, you would expand upon the basic idea by getting the fire fighters to help promote the event – perhaps an all-day toy collection held on your parking lot to kick off the drive, complete with fire engines, sirens and uniformed fliers. Make a special delivery run in a fire truck to the local TV station. Bring a tray of your miniature Danish or your signature lemon meringue pie. Be sure to check with city officials first. Most importantly, end the event on a high note by holding a final night free party for press and volunteers at the fire station on your restaurant. Don’t worry about the crowds you might bring to your restaurant for a special promotion. Wishing to avoid irritating your regular customers does not mean that you should avoid promotions or events that will bring the public to your restaurant or parking lot. Just be sure to organize the event to avoid peak hours of operation and to adhere to any restrictions in your lease. The exposure and awareness generated by hundreds of potential customers seeing your face and your signage can result in sales that you would never achieve through paid advertising. Comment: Community involvement on the part of you and your employees should generate exposure, good feelings and new customers. The more thought you put into developing each effort, the greater your return in each of these areas. This includes the area of your own talents. You are unique in your community. You have something to offer that no one else can – your expertise. You run an operation that is considered by many to be fun and exciting. Make your expertise available to the community by offering to speak at club meetings on “How To Run a Small Business” or “Managing Young People” or “A Day in the Life of a Restaurateur.” If you are uncomfortable in a formal presentation, make it informal. Invite the community, especially children’s groups, to visit you. Send letters to schools and youth groups offering to give an educational tour of your store. (See “Guidelines for a Restaurant Tour.”)