If that's not bundling, I'm not sure what is

If there’s one thing I hate to do, it’s fail. Bond and levy organizers hate to fail. Students hate to fail. Even parachutists hates to fail, so it’s easy to see I’m in good company.

A few weeks ago I tried a social experiment trying to raise money for our local Boys & Girls Club’s Campaign For Kids. It seemed simple. I challenged 400 readers to donate $25 each to this year’s campaign, potentially generating $10,000 to help support their club. The final count (drum roll...) was one donation of $20. Epic failure.

Where did I go wrong? Was it the cause? It couldn’t have been, considering (nearly) everyone loves and supports our local kids. Was it the wrong market? Again, it couldn’t have been. Newspaper readers are typically more educated (street education included) and socially aware of their communities. If you’re reading this, consider yourself socially aware of your community.

Maybe it was the price point. The impact of $25 to a family can have varying degrees of impact. I totally get it.

So let’s try another angle. Let’s bundle fundraisers. If bundling cable, phone and Internet for a low monthly price worked for AT&T, it has to work for fundraisers.

Here’s my new social experiment; for every $700 hole sponsorship we receive for our Eighth Annual Newspapers In Education golf fundraiser this Thursday, June 16, the Columbia Basin Herald will donate $100 of the proceeds to the Boys & Girls Club’s campaign. This year’s NIE golf fundraiser will hit the links at the Moses Lake Golf & Country Club with a goal of raising $18,000 to fund the 2016/17 school year. If you weren’t aware, our NIE program distributes over 1,500 daily newspapers into dozens of middle and high schools throughout the Columbia Basin.

Here’s what I know about kids who read newspapers; studies have shown that middle and high school students who actively read a newspaper test and perform at a higher average than students who do not. And as it relates to our state’s CORE 24 graduation standards, students who read newspapers have shown to drive higher success rates in standardized testing in reading and writing. Newspapers keep our communities and commerce connected, which is why you’re reading this.

In addition, this year’s NIE fundraiser is a partnership with the Columbia Basin Foundation, which means your sponsorship is tax-deductible under the Foundation’s 501(c)3 status. To put this in perspective, for $700 you keep kids reading your local newspaper, you help fund our amazing Boys & Girls Club, you get marketing signage at a local event helping kids, you get a team four golfers, food, good company and a chance to win great prizes.

If that’s not bundling, I’m not sure what is.

Your sponsorship donation means you’ll sleep better knowing that you’re helping local kids perform at a higher level academically, therefore becoming better future business leaders and decision makers all the while getting a tax deduction. It all comes full circle with your one donation.

If last time you almost broke out the checkbook, make sure this time you do. To participate in this year’s fundraiser, call 509-765-8882 and ask for Ashley, our bundling specialist. Or email her at ahoffer@columbiabasinherald.com.

Our kids are counting on you. Please don’t let them down.