Coaches Corner by Sam Weaver
There’s A Bernie Madoff Just Around Every Corner …
Be careful when working with lesser-known charitable organizations. At one of the stations I programmed, I inherited a long-standing relationship with a non-profit. After a few listener complaints, I decided to make some calls and check on things.
And You Know What?…
Turns out the founder had handed the reins over to his son a few years before I came on board. That’s when it all went sideways. The son didn’t stay on top of the paperwork to keep their non-profit status. Worse, he basically turned the organization into his personal ATM. He pocketed a big chunk of money that was supposed to cover administrative costs. It all came out in court.
Never Again…
From that point on, I made it a habit to verify the non-profit status of every organization before doing any business. I’d check with the state to make sure the group was officially registered and held a 501(c)(3) exemption. The best thing to do is to keep a copy of that paperwork on file for every non-profit your station works with.
Everyone Loves A Feel Good Moment…
Encourage the sales manager to let the non-profit events be reflected in a sponsor’s regularly aired commercials too. I can’t think of any advertiser that wouldn’t love to be tied to a community event as part of their annual agreement. On the national side, agencies are always looking for image branding opportunities for clients.
No Such Thing As too Much Insurance…
One more thing, always ask for proof of insurance from the non-profit for any live event. If your station’s name is tied to it and something goes wrong, you don’t want to be on the hook. It’s inexpensive to get extra coverage for a one-time event.
Howdy Partner…
Your logo should be on all of the charitable organization’s promotional materials, including television spots, their website, social media, podcast, and tickets. It should be a win-win for all concerns.
Get It Right…
Your station’s reputation is on the line, treat every partnership like a business deal, not just a good cause. Due diligence isn’t optional, it’s survival. Make sure promotional mentions are logged separately from paid sponsor mentions to stay clear on value and compliance.
And if you need some friendly advice, drop me an email; samweaver@samweavermedia.com or text me, (972) 672-4812.