As a well-known leader in the photo industry, I broadened the scope of the campaign from donations by camera owners to the manufacturers. My first call was to friends at the Eastman Kodak Co. Not only did the appeal pass the elevator test, within fifteen-seconds Kodak was on board. They sent 100 Kodak digital cameras to Operation Photo. After Kodak's lead, Olympus America was on board for 100 cameras and Konica Minolta FedExed 50 cameras in advance of our first press conference to distribute cameras. The online boutique photo service my company operates (www.30minphotos.com) extended 40% discounts to all recipients of the donated cameras (along with free photo sharing). We then sent 25% discounts to those donating cameras from across the country. This helped expand our national reach to entirely new, passionately loyal customers with impenetrable loyalty.
Your story doesn't have to be as expansive as a national media event that involves military families, camera manufacturers and network news coverage. It can be as simple as using your digital photo lab to customize each order with a personal message.
Mitch Goldstone, co-founder and CEO of 30 Minute Photos Etc. and www.30minphotos.com, is a well-known civic leader who champions his dedication to promoting the imaging industry. E-mail: firstname.lastname@example.org, 949-474-7654.