Marketing to Nonprofits Religious Institutions and other Close-Knit Entities
NovMarketing
ASHI’s mission statement (To set and promote standards for property inspections and to provide the educational programs needed to achieve excellence in the profession and to meet the needs of our members) underwent a recent revision and was approved by the ASHI Board of Directors at their July 2013 meeting. The Standards, the highest and best there is, is in the midst of a revision by the Standards Committee. The effective date of the last revision was October
15, 2006.
I recently visited The ASHI School in Chicago and was very impressed with its excellence; I expected nothing less. I am looking forward to the excellent lineup of classes at the upcoming InspectionWorld Nashville January 12-15, 2014. Striving for and achieving excellence in the profession safeguards the inspector, the consumer and also upholds the ASHI Client Bill of Rights. Now what does it mean “to meet the needs of our members”?
The prime directive of all ASHI’s member groups is to make a profit. ASHI’s capable staff, under the new leadership of an interim executive director whose nature it is to be Frank, along with ASHI’s leadership: its Board of Directors, the Council of Representatives and the many committees, in my humble and professional opinion, are all committed to provide added value that will help membership meet their needs, which is to turn a profit and grow along with ASHI.
However, with all the emphasis on making a profit, it can be very easy to overlook nonprofit entities as a source for profit. This article will attempt to meet your needs by again getting rid of the box that surrounds for-profit entities that we, as home inspectors, often find ourselves in. Again, I’m not advocating getting rid of what you already have in your box, just the box. It is also an attempt to opening eyes to the profitability of marketing to and even staking out niches within nonprofits, religious institutions and other close-knit entities.
Section 501 of the federal tax code covers organizations exempt from certain federal income taxes, and (c)(3) defines a specific class of organizations that may qualify for tax exemption because of their “charitable” purposes and may also benefit from the fact that donations made to them could be tax-deductible by the donors. Marketing to and working with 501(c)(3) entities like religious institutions can not only turn profits for home inspectors but also give one a sense of purpose by “giving back” to the community.
Most of the home inspectors I know belong to some religious organization with a house of worship. These houses of worship are impacted every year by the same factors that impact our residences: maintenance or the lack thereof, of high winds, flood waters, mold growth, hail stones and fire to name a few. These houses of worship have many systems and components that mirror our homes and also need to be regularly maintained. So, how do you get in the door? Chances are you are already in the door and not aware of it. If you have not been to your house of worship in a long time, now could be the time to make some adjustments in your life and attend. Get involved, attend the Board of Trustee meetings—most are open to the membership. Join volunteer committees. A good one to join is the house and grounds committee. Lend your expertise on this committee as an ASHI Certified Home Inspector. Now you are not just an obscure member who sits in the back bench or attends only at the holidays or not at all, you are an involved member looking out for the good of your institution. You are now known by the leadership of your institution and its membership, no matter how big or how small, for your expertise in observing and reporting on homes and buildings. Offer to inspect the institution and set up an annual maintenance schedule at a drastically reduced fee; 50% off is an offer not many people or entities can refuse. Prioritize the maintenance schedule and offer to help oversee the work at no extra fee.
By offering 50% or as much as 90% off on your professional services, you are by no means losing money. The institution is a 501(c)(3) entity, along with your invoice, submit a statement and request an acknowledgement that you are making an in-kind donation to the institution for which you received nothing in return. Both you and your religious institution gained in the long run. Most home inspectors are always looking for tax deductions at the end of the year. Do not offer your services for free; there can be, not often, but there can be a stigma that if something is free, it must not have much value.
So you do not belong to a religious institution, but you do belong to a 501(c)(3) entity that owns and or operates out of a structure …no problem, mon. The idea is the same. Give back and reap satisfaction and profits.
So you do not belong to a religious institution, nor do you belong to a 501(c)(3) entity, again…no problem, mon. Go find one or more and start “giving back” to society as a whole. Lend your expertise as an ASHI Certified Home Inspector in areas at time of natural disasters. Start giving back to ASHI: get involved at your Chapter level; represent your Chapter at the Council level; get on a committee. Not everyone wants to be a Director or an Officer, but ASHI is always looking for new blood and new visionaries for its Board of Directors and including its Officer track. You will find it personally rewarding; you may also find it financially rewarding.
Does your religious institution or 501(c)(3) entity have a large membership list? Are there a number of business owners who belong to your religious institution or 501(c)(3) entity? Do they have a membership directory that is published annually? Is the membership directory paid for out of the entity’s budget? If it is, now is a good time for you to step up and approach the Board or Trustees. Offer to solicit or have someone solicit the business owners within the membership to buy advertisements within the directory. Be sure to buy an advertisement for your home inspection business. Offer to help put it all together at no fee. As a result of your efforts, the institution is no longer budgeting for the membership directory each year but is receiving an income after the directory has paid for itself with the advertisements. What a way to give back. As a result of your efforts, the institution is now also connected on a business-to-business level. As a result of your efforts, your business information and photo are now direct mailed to all members in good standing. They will open and keep this piece of direct mail. They will also use it. Trust me on this one! Okay, so here is just one idea, and here is how you do it. There are countless others.
The key to this successful marketing approach is the direct mail targeting of close-knit entities. There are countless close-knit entities out there other than nonprofits and religious institutions. Your client base (you should have no past clients), believe it or not, is a close-knit entity—your most valuable, even. They already know you and trust you to observe and report on their most valuable investment. You knit it together one inspection at a time. Don’t leave them hanging. They should know that you are their consultant and that they can contact you at any time at no extra fee for as long as they own the structure you inspected. Continue to target them. Today many would rather click on one link—okay, maybe two link—online to find you. Don’t give up these links. You may even want to enhance them to assure their first impression lasts. Many have discarded direct mail targeting form their box in favor of the more high-tech online targeting. I have told you once and I will tell you again, don’t get rid of what is already in your box. When it comes to marketing your home inspection business, just get rid of the box period. After over 17 years as a home inspector, I do believe that, in addition to observe and report, a major part of our job is to educate. By educating we give back. By targeting our clients and other close-knit entities with direct-mail marketing, I believe that we will find much measurable success even in times of down real estate sales.
Send greeting cards at the appropriate holiday times. They are not only opened, they end up on mantles and trees with all your marketing information and even a photo if you wish. Send magnetic business cards with calendar attached for fridge doors. Find out close-of-escrow dates and use them as anniversary dates. Direct mail a free photo-electric smoke alarm after close of escrow or soon after the inspection. You had already spoken to them about it and the importance of photo-electric smoke alarms to the safety and well being of them and their family. Sure, you could have given it to them during the inspection and saved a few bucks off the direct mail. And by the time they closed and moved in, they are now wondering which box they placed it in during the move. The difference is the first direct mail from you was of such value they will, over the years, look forward to your direct mail. They will also be the first to call you rather than their lawyer if there is a problem with your inspection. They will also be the first to tell their family and friends about you and your services and how wonderful you are
Just like the membership directory, your direct-mail targets within close-knit entities WILL open the marketing materials. Always make an impression and be sure to make your first impression last.
Walk good, work safe and maximum respect.
Tony Smith, ACI
Note: Depending on how the individual handles the discount/donation on his or her tax returns, the services suggested could involve self-employment taxes. Members should always seek professional tax advice.
By offering 50% or as much as 90% off on your professional services, you are by no means losing money. The institution is a 501(c)(3) entity, along with your invoice, submit a statement and request an acknowledgement that you are making an in-kind donation to the institution for which you received nothing in return. Both you and your religious institution gained in the long run. Most home inspectors are always looking for tax deductions at the end of the year. Do not offer your services for free; there can be, not often, but there can be a stigma that if something is free, it must not have much value.
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