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| Path: Main Street : Resources & Library : Research Articles : Feature Article |
Discount coupon books --- the deal appealsJanuary 21, 1998; Canadian FundRaiser
People love a good deal, and since discount coupon books lend themselves to being scheduled around a charity's established seasonal fundraising events or drives, they can be easily added without detracting from existing programs.
The only company producing the discount coupon books nation-wide for fundraising purposes is Entertainment Publications of Canada Ltd. Although its Canadian headquarters, located in Toronto, deals exclusively with charities and non-profit organizations, some of its nine satellite offices have clients from the business sector. The offices are located in Montreal, Ottawa, Toronto, Hamilton, Winnipeg, Edmonton, Vancouver, Vancouver Island, the Okanagan Valley. Branches of non-profits have who have used the books in their localized fundraising campaigns in 1997 range from the Heart & Stroke Foundation to Edmonton's Bissell Centre, the Rotary Club and the Lions Club.
"We feel that we are giving people something of value for their money," explains Ellie Gibson, Resource Development Manager for the Bissell Centre, a community social services centre that has used the entertainment books as an annual fundraiser for the past seven years. "People are able to use the books throughout the year, and many of the deals they offer can fit into a tight budget and even help to stretch it."
Profit margins rise with sales
Non-profits can earn between 18 to 50% of the proceeds from the sale of each book with the percentage rate of their return rising with the volume they sell. The sale price of each book fluctuates from year to year, depending on its size and the level of discounts that it offers, but generally falls between $30 and $45. EPC's regional offices advertise their product, most often in print, targeting the organizations they feel will be interested in trying this fundraising approach. Television advertising campaigns are often used by branch offices in the USA, where the competition is more intense, but the only direct competition EPC has had to face so far has been in the Winnipeg market. As a result it conducted a television advertising campaign there in late 1997."Making people in the non-profit sector aware that our books are a viable, profitable means of raising funds is our greatest challenge," explains Leslie Trainer, District Manager of the Entertainment Books' Toronto office.
Apparently the message is getting out, because in Toronto alone the company worked with almost 700 non-profit organizations last year. Often discount coupon books are used to compliment a non-profit organization's established fundraising drives. Like effective commercial re-sale products such as chocolates or ornaments, discount coupon books are a consumable item. However, unlike these products, the discounts offer a broader range of products and services and can be used at any time during the year. In 1997 editions of the book included discounts for movie tickets at Cineplex Odeon, flights with Canadian Airlines and fine, casual and fast food restaurants. A division within the company is responsible for testing the quality of businesses who wish to be listed in the book. The discounts that they are willing to provide are also assessed.
"Our Merchant Services Division are our `feet in the street' team," says Trainer. "They visit restaurants and examine products before we decide if they are offers that should be featured in our book. "
With 165 locations across North America, the business that the company deals with vary considerably. In Toronto, for example, the book features discounts for Phantom of The Opera tickets, performances at The Ford Centre for The Performing Arts and sports tickets for the Raptors and Blue Jays.
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