PRECA 03-03-1982 - Laserfiche WebLink

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"!f there be any truer measure of a man by what he does, it must be by what he gives," Robert South. HEN RICHARD SEARS and Alvah Roebuck issued their first sales catalog in 1888, they l~gan a new and eff(x-tive marketing pr(tf;ram for reaching a large group of prospective buyers for a relative low cost. Alth(~ugh almost 100 years have pass(~(i since Sears and R(tebuck began marketing their prcxiucts through sal(.•s catalogs, parks and rt~creation departments have only recently discovered the advantages and benefits of this marketing technique. If Sears and Roebuck produced 20 percent of its sal(~s through catal(tg orders last year, what is the Ixrtential impact of ~~ similar program fur a parks and recreation departnx•nt? L(•isurc x•rvir~• hudgrts c~)v~•r Irwer and lower of ~he niceties and are even stretched to meet many necessities. A gift catalog program offers individuals and corporations special opportunities to close that gap and, at the same time, gain tax benefits and community recug- ~~ nition. The idea of building public-private partnerships is not new, but designing the proper initiatives demands re-thinking of traditional roles and relationships. Gift catalog programs should attract broad base sup- port by providing for differing size contributions. An in- dividual or corporation may provide a $100,000 donation fur the construction of a new park, but a class of fifth gra- ders may also contribute $10 to purchase bird seed for a nature center. Recognition of the importance of both gifts is fundamental to a successful long-term campaign, and, in tact, your local media may be more willing to focus a human interest story on the fifth grades contribution and thus provide free promotion for your gift catalog program. Cift catalof are attractive because they provide local citizenry specific information alx>ut the short- and long- term goals of the parks and rcx reatiun department. Even though a spccilic gift such as the construction of a new softball field may not be donated, the fact that it is listed in the gift catalog reinforces your department's commit- ment to provide a facility that softball players desire. It is not unusual fur items in f~ift catalogs to gain enough 22 PARKS & RECIZL'ATION/AUGUST 1982 Hbr nTc-v Itcvenue ~~mcs e„~,~, o~~