Challenge: Increase awareness about AIDS while raising research funds through a restaurant donation program.
In order to raise charitable funds for AIDS research, an organization sought to enroll 50 Houston-based restaurants as part of a promotional fundraising program. Restaurants that agreed to participate in this drive would pledge 10% of each check towards local and national AIDS organizations. The organizers wanted to find an effective way of letting diners know which restaurants were participating and how their patronage could help in the fight for a cure.
Solution: Place promotional awards on the tables of participating restaurants to inform diners that a portion of their check would be donated to AIDS organizations.
At the initial press conference and kickoff event, participating restaurants received a lucite obelisk imprinted with the international red ribbon symbol for AIDS awareness. These promotional awards were placed on each table in order to raise awareness about the disease and inform diners about the contributions being made by the restaurant on their behalf. Restaurant managers also received a custom window decal that let passing crowds know about the ongoing promotion.
Result: Sixty-five restaurants agreed to participate in the charitable drive, resulting in $45,000 collected for AIDS research.
The organizers exceeded their initial goal of 50 restaurants and were able to get an additional 15 more to participate. At the end of the promotion, local and national AIDS organizations received about $700 on average from each restaurant, for a grand total of $45,000 in new medical research funds. Participating restaurants were happy to help and kept the promotional awards on display even after the promotion ended. Diners were also pleased with the campaign and went out of their ways to dine in participating establishments.
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