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Current nonprofit sector research and recommendations for effective day-to-day practice from ASU faculty, staff, students, and the nonprofit and philanthropic community.
Crawford & O'Brien
The dog-eat-dog mentality that is present in today’s business world has every company searching for a unique competitive advantage. What makes you stick out? What do you do better than your competition? And most importantly, why should a customer choose your company over the entirety of substitutes available?
Too often businesses focus on too narrow of a spectrum when trying to answer these questions. The solutions are almost always ideas which attempt to provide their specific product or service more efficiently, or at a higher level of quality. These are not wrong answers, if a company can implement a strategy to gain this sort of competitive advantage then they absolutely should. However, other varieties of competitive advantages do exist. A company that is involved with a nonprofit organization, or is active within a charity gains a huge advantage over a company that does not. This activity has several beneficial effects towards a business. It builds reputation within a community, adds credibility to all business endeavors, and gains respect from each individual customer who experiences these philanthropic events.
One businessman that has utilized this strategy to his advantage is Dr. Darren Flowers located in Anthem, Arizona. He has developed a special for new patients, where he donates the proceeds to a charity of the month, most recently the Red Cross. The low price of $19.99 for new customers would alone bring in a respectable amount of new business, and the addition of a charitable donation drives even more customers through the door.
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Dr. Flowers is also a premier family dentist in Anthem, whose extensive list of services, and high quality work keep patients as lifetime customers. An area where Dr. Flowers is particularly adept is root canals. A root canal is a procedure that is required when the root of a tooth has decayed due to either improper hygiene or a defect already present in the root. This high level surgery requires a hole to be drilled to the root, and subsequently, the structure of the root to be cleaned, repaired, and then filled. If done correctly, a root canal can be as strong as or stronger than a natural root. If not treated properly the inflammation and decay can spread into the roots of other teeth, and into the jawbone. Dr. Flowers is the most trustworthy dentist to complete this operation as he and his entire staff is experienced, dedicated, and comforting.
Another main area of expertise is in the field of dentures. As Dr. Flowers secures lifetime customers in the Anthem area with the utilization of charitable work, older patients who require dentures have an extremely proficient dentist at their disposal. Dentures, or artificial teeth, can be a necessary addition to maintain a normal diet and appearance, and Dr. Flowers has everything from temporary to permanent and partial dentures, all at an affordable price.
Helping a nonprofit company is beneficial in more ways than merely boosting business; it shows a dedication to helping causes and people less fortunate than ourselves. It shows a willingness to help the community in which you live in, and gives you a face out of a crowd of businesses. Helping a nonprofit organization will bring you the right kind of publicity, and if done right, more customers in the door. Dr. Flowers keenly combined new customers with a charitable donation to benefit the interests of a nonprofit organization and the interests of his own business. So give yourself a competitive advantage and help the community by contributing to a nonprofit organization today.
David Good is an intern at Crawford and O’Brien, a high level digital marketing firm located in Tempe, Arizona that specializes in search engine optimization, web development, and lead generation. Crawford and O’Brien have developed a multitude of dental marketing ideas, and have helped several dentists across the United States. You can learn more about David by visiting his Google+page.
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Read Lars Ward's, "The Next Generation of Giving"