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Perennial technique, calendar fundraising continues to renew itself
November 18, 1998; Canadian FundRaiser

What do prairie trivia, beefcake, and art photography have in common? They're all among the topics used for calendars by organizations across the country to raise funds, in a mad dash down to the Christmas deadline. Among the several NPOs using calendars to make money - and put across an important message at the same time - are churches, universities, and a wide range of organizations as disparate as the Canadian Plains Research Centre (CPRC) at the University of Regina, the Toronto Children's Aid Foundation, Fire Fighters Burn Fund in Winnipeg, the Kumbaya Festival, UNICEF, the Asthma Society of Canada, and the Big Sisters Association of Ontario.
Actually, the CPRC's prime purpose in publishing the calendars is educational; fundraising is secondary, says Brian Mlazgar of the Centre. "It's our mandate to disseminate information about the prairie region, all three provinces," he says. Accordingly, the calendars feature pictures highlighting the culture, history, politics, weather and people of the prairies. They include such little known events as a fake Nazi invasion of Manitoba in 1942 and circus elephants stampeding through downtown Edmonton in 1926.
There is at least one fact for every date in the year, and often two, for each of the three versions (one per province), says Brian. The calendars have been moving very well, he says, through bookstores and radio announcements as well as reviews in local newspapers. Retailing for $16 (taxes included), the calendars are being made available to nonprofit organizations as fundraisers for $7.84 per calendar, GST included, plus postage paid COD. In addition to dates and pictures, each calendar includes 30 discount coupons worth up to $500 in total savings.

Seven Great Reasons To Use Calendars for Advertising and Fundraising

1. When individually addressed or handed to each recipient, calendars can put your message on a personal level, saying "Thank you".

2. Because you completely control the distribution, there is no 'waste' coverage in getting your message out, and no waste means not only better value for your marketing dollar but also a more environmentally responsible approach to your audience.

3. 65% of homemakers and business people surveyed by COMDA International Calendars said they note their important appointments on their calendar. Be sure that the calendar you produce and/or distribute has lots of space for making notes and marking appointments.

4. Like clocks and watches, a calendar is depended upon as a timepiece and is used daily. As a result, your message, subliminal or otherwise, is seen 365 days a year. If you're looking for a long-term relationship with your clients, supporters and customers, calendars could work well for you.

5. 98% of all homes, and 100% of all businesses surveyed were using at least one calendar.

6. When your calendar is hung on your client's, or supporter's wall, it's like having your institution's sign hanging in front of them 365 days a year.

7. You can ensure that your supporters can't possibly forget the date of your annual Gala, or Golf Classic, or Children's Christmas Party, or Annual Meeting, by having them pre-printed on your calendar.
Source: COMDA International Calendars, 77 Sheffield St, Toronto, Ontario, M6M 3E9. Tel: 1-800-387-7746 (Ontario), 1-800-387-7753 (rest of Canada).

Fire fighters 'burnt' out
In Manitoba, the Firefighters Burn Fund had given up on producing its beefcake calendars featuring real-life firefighters, which have historically been used to raise funds for burn victims and facilities to help them. "It was a volunteer job, and the committee got 'burnt out'," says Katherine Paizn of the Palomino Club, a Winnipeg night club, who took on the task of reviving the project. She started last January and worked at it flat-out until publication this fall.
The club has always been active in the community, Katherine says, and decided to make this its major project this year. There was some concern on the part of the fire department about being publicly identified with a night club, but the company leaned over backwards to ensure the resulting publication was a model of good taste. The opening page, for example, shows the 17 models (all working fire fighters) in tuxedos. The club has about $30,000 of its own money invested in the cost of the publication and hopes to make that back plus at least as much again to donate to the Burn Fund, Katherine says.
Sales have been promoted through a contra deal with a local radio station and special events at other night clubs and local malls. About 40 distributors are helping sell it, including Hallmark's eight local stores, and it is available at the two Palomino locations. "We'd like to do it again next year, but we'll have to evaluate the returns when the selling season is over," Katherine says. "If we don't end up making a sizeable contribution to the Burn Fund, it's not worth the major effort we've invested."

Exponential growth for Big Sisters
One charity with a history of success in selling calendars to raise money is Big Sisters Association of Ontario. The project, in existence for about seven years (CFR, December 23, 1996), is growing exponentially, says Madeline Bergin, executive director. Sales in 1997 were about $72,000, in 1998 about $100,000, she says. This year the association has printed 21,000 copies and hopes to raise between $95,000 and $100,000. "We've just about doubled the circulation in two years," she points out. The calendars are sold through the association's various local chapters, so they benefit the smallest group proportionately to the largest.
Historically featuring Canadian artists, the 1999 calendar uses photography as its draw. At only $10, the calendar is a "stocking stuffer" to most people, Madeline says, making it a much easier sell for local volunteers than, say, tickets on a raffle, and "it keeps Big Sisters in the conscious eye of every purchaser, every day of the year." However, there are draws also involved with the calendar sales, as an additional bonus for purchasers. In fact there are 1,195 draws, for prizes ranging from $25 to $1,000 - a total prize board of $42,000. (This calendar lottery approach, in fact, has also been used successfully by the Lung Association of Metropolitan Toronto and York Region and West Park Hospital Foundation).
Since every name is re-entered for every draw, the administrative challenge of tracking 21,000 names and addresses will be massive, she admits, but the project is still extremely worthwhile for her organization.
For further information: Brian Mlazgar, Canadian Plains Research Centre, University of Regina, Regina, Sask., S4S 0A2, (306) 585-4758; Katherine Paizn, Palomino Club, (204) 774- 6799; Madeline Bergin, Big Sisters Association of Ontario, (416) 789-7859.