Publicity Pointers

Cause Marketing describes the practice of courting positive publicity by aligning the services of an individual, group or entire organization with a program designed to help others.

With a wealth of home inspection expertise, ASHI Inspectors and ASHI
chapters have the resources to engage in cause marketing. Here are some ideas on how to reach out to a local charity that builds, renovates or repairs homes and communities for public benefit.

• Peace of mind. ASHI is known throughout the industry as the leader in conducting top-notch, thorough home inspections. Offer to inspect the charity’s newly renovated or constructed homes.

• Materials. Donating tools or supplies such as hammers, saws and screwdrivers may allow more volunteers to participate in building projects, thereby shortening the time it takes to finish each project.

• Time. All the money and materials in the world cannot make a home rise out of the ground if there are no hands to put it together. Ask chapter members to work for a day, a weekend or longer to get in on the home-building magic.

• Advice. Help the people who will benefit from the building project understand the role that proper maintenance plays in keeping homes safe and valuable. Discuss essential upkeep tips with the family, or create written materials (booklets, magnets, handouts) that suggest a timeline for maintaining components and systems and that offer some basic techniques.

• Sponsorship. It takes a lot of people to successfully stage a home-building charity event. Help shoulder some of the responsibility for organizing the event by offering to fund programs or advertisements that will solicit volunteers, by arranging catering for the operation or by providing first aid supplies.

• Donations. Sometimes, the best help you can provide for a charity comes from your checkbook. Think about making a monetary donation so the charity has an opportunity to use the funds in the best ways it sees fit.

More Tips

• To find a charity in your area, try searching the Web. Two useful, national search engines are www.networkforgood.org and www.charitynavigator.org.

• The purpose of cause marketing is twofold—the obvious being to support a worthy cause. Cause marketing also should reinforce the message that the safety and well-being of homeowners is an ASHI priority. Therefore, it’s necessary to arrange to have the ASHI Inspector or the chapter recognized for participating. You may, for instance, request to place a reasonably sized logo or special message on any supplies you provide or on printed materials about the charity project with which  the ASHI Inspector or chapter is involved. (Many charitable organizations have established guidelines for sponsorship and donations.)

• Try to maximize the effect of the contribution. Compare how much can be offered to what different charities need, and choose a charity or project that will allow the Inspector or the chapter to make a significant contribution.