Travelers' Philanthropy Handbook - Center for Responsible Travel

Communications and Marketing of Travelers’ Philanthropy ProgramsPremise:By Andrew Bill, PresidentSiera MarketingThe most sustainable philanthropy programs are those that complement and supportcommercial enterprise. Travelers’ philanthropy can and should be integrated into yourcompany’s overall marketing effort.Goals of Travelers’ Philanthropy Communications:• Increase flow of donations to sustainable programs• Position program(s) as a company asset, a lure for prospective travelers, and a reason forpast guests to returnStrategies:• Customer Relationship ProgramYour database is your most valuable asset. Consumers who have shown interest, who areabout to travel or who have traveled with your company are the best promoters (word-of-mouth)and the best prospects if they are properly managed with frequent communication and loyaltyrecognition (incentives).Information on your travelers’ philanthropy program should befront-and-center in all points of contact:1. Pre-trip: pack of supplementary information (packinglists), tickets, pack of postcards that promote the trip, etc.2. During the trip. Every itinerary (not just those in the regionof the program) should include an audio/visualpresentation with take-away materials (including adonation form) and, where possible, excursions to see theprogram in action. Being there is the most powerfulmotivator of all.3. Post-trip: feed-back forms to measure company/employeeperformance4. E-mail/mail alerts (news, deals)5. E-newsletter: company news, new products/services,Flyer for Lindblad Expeditions program,Gulf of California, Mexico.Credit: Sam Ham.6. Calendar flags (birthday, year-anniversary of trip, etc.)138