Essential Marketing for Florists

Best Practices for Charitable Sales

Earlier this summer, Laura Daluga, AIFD, spoke about cause marketing at the Canadian Florist Business Forum. “People like to help others and they like to support businesses that do the same,” she told the crowd.

The heart wrenching photos and stories from Texas speak to millions of people — likely including you and your customers. If you’d like to do something at your shop to benefit Harvey victims, take note of Daluga’s best practices.

You could ask for donations at checkout, but that’s what scores of grocery stores, pharmacies and big brands are doing. For me, that’s a bit uncomfortable, because I feel lousy saying no, but, alas, I can’t afford to donate during every shopping trip.

Another option would be to create a special arrangement that benefits the cause. Daluga told CFBF attendees about a design her shop (Department of Floristry) offered to raise money for people affected by the water crisis in Flint, Michigan. It featured blue orchids and was shaped to resemble a water droplet.

Her guidelines for cause marketing:

-pick a non-divisive cause that resonates with your community

-offer something that ties into your cause

-be transparent about how you’re contributing to your cause

Kati Mac Floral Design in West Chester, Pennsylvania is following Daluga’s advice by selling yellow roses (the state flower of Texas) and donating $5 from each to charities benefitting Texans in need. On social media, the shop listed five charities and said customers could request which one they’d like to earmark their donations to.

Is your shop doing anything special to benefit Hurricane Harvey victims? Tell us about it.

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