Monetizing the Band Blog

By John Gardner

Dollar SignMonetize the Band Blog…

  1. by Rewarding, Recognizing or Endorsing Band Friendly Supporters
  2. with Band-Friendly Sponsors, Teen-focused Vendors, and Family Oriented Supporters
  3. with Affiliate Marketing and Advertising
  4. using e-commerce to sell
  5. by accepting donations

As a 30-yr veteran school product fundraiser, I use words like fundraising, money-making, profit, etc. Merging that fundraising mindset with my high school teaching assignment, I look for creative “monetizing” ideas to make the band blog an income stream.

There are HURDLES

  • Sometimes education gets so disconnected from the real world it is difficult for educators and parents to view things through a business lens. I found myself recently defending an idea against a that-won’t-work-in-education objection. Here was part of that discussion:

Something I learned a long time ago in business is that if you see the same thing happening over and over, it must be working. Consider “junk” mail? That costs real-time and money to produce and mail, yet they keep sending it because it works.

Admit it. You smile when, after complaining about highway billboards, you read the one that says, “Caught YOU looking.” They work.

Imagine a NASCAR car or driver NOT covered with ads. Even sports arenas become advertisement. The Hoosier Dome became the RCA Dome and was replaced by Lucas Oil Stadium. The University of Louisville basketball team plays in KFC’s “YUM Center”.

Vendors will pay to get their name in front of potential customers and with a music group in a high school, you  offer some very targeted marketing potential that vendors highly value.

  • If the group, i.e. the Band or Choir Dept., run their funds through a school’s ECA (Extra Curricular Activity) account, can be problematic with trying to satisfy all the State Board of Accounts rules. Use of the school’s tax exempt number typically requires; a) a Purchase Order in advance, b) an invoice from a vendor and c) confirmation that the goods or services were received or completed. Selling advertisements or sponsorships work, but offering products for online sales to individual end customers takes the school treasurer out of his/her comfort zone.
  • Another problem with selling or accepting funds online is that schools need to account for every penny, and with online transactions (PayPal, Credit Card Processor) there is a transaction “fee”. Someone who “Donates” $10 doesn’t actually put $10 in the account; it might be close….$9.75, but that is a problem for school accounting.
  • Accepting donations is typically a School Board responsibility. In the local school corporation, accepting a donation requires alerting the Superintendent’s office, getting on a School Board Agenda and waiting until they have a meeting and grant approval — before depositing the donated amount.
  • There are tons of school-related policies that make a profitable site difficult. Have you ever read YOUR school board’s policies. Here is the local version. Even getting permission for a domain name is difficult. In my last attempt, there were going to be several levels of approval (HS Prin, Tech Dept, School Board) with likely negative response, mainly because of the possibility that an abandoned domain name could be picked up by a porn site.
THE SOLUTION is for the Band or Choir to have a separate, incorporated, tax-exempt status parent group.

For this post, I will assume that the band parent organization has incorporated as a tax exempt entity and has, or could have, a an income-producing site.

Here are 5 ways to monetize your band blog.

  1. Reward, Recognize and Endorse Band-Friendly Supporters. The car dealer who puts an announcement about your fish dinner on his promo-sign out on the street, the water softener business that donates bottled water for the students for after performances and on trips, the coffee shop that sets up at your football games and shares a percentage of the proceeds, the funeral home that loans their limo for use as a fundraising prize, all the vendors and parents who donate items for the silent auction… a simple listing with some recognition and support can go a long way toward encouraging more. Here’s a live web sample.
  2. Allow Band Friendly Supporters to DONATE for adverts. Be sure to think through how to protect yourself from a situation where someone wants to buy ad space that you don’t want to sell them; i.e. a bar-grille, a movie rental place that includes x-rated materials, the local beer distributor, etc. You don’t need a fancy ad management tool, just design, or better, let them send you graphic ads that you can post for an agreed upon price and time. So that you can protect your non-profit status, call them ‘donations’. Get guidance from your administrators, but possibilities could include: a) only those from your band-friendly list may advertise, so only those from whom you accept donations/support.; b) local vendors who advertise in the sports programs, etc; c) band parents who own or work for appropriated businesses.Go after businesses who focus on or profit from the local teens; the movie theatre (link to their site that has the schedules and movies of the week), pizza  or coffee shops, skating rink, etc. Locally owned businesses are easier to deal with than national franchises, but sometimes the local manager has a lot of freedom.
  3. Affiliate Marketing. This is advertising that goes through a third-party who pays you a commission for click-throughs or purchases from people who follow the ad on your site. There are several vendors you can register with, such as clickbank or commission junction. Your booster group will need to have an account into which the vendor can electronically transfer earnings. Set up an account with the affiliate program, select the businesses you want to promote, get the codes (they provide) to insert into the site. Some FREE web/blog sites may not allow you to insert advertisements. Most hosted sites, including WordPress.org will. Amazon.com also has an attractive affiliate program. One blogger who administers a School of Performing Arts has set up an Amazon Affiliate account to earn commissions for the school to purchase music. Because he writes reviews to sell their books, he gets discounts on the books he reviews. Do you have a parent (or are you) willing to read/review books about things pertaining to your music program?
  4. Sell online.What do you have to sell?
    – the fundraising merchandise you are currently selling, including things like decals , scrip cards, discount cards or other items easy to mail if a customer can’t come pick up.
    – videos or recordings of your groups’ performances (make sure you don’t violate any copyrights to do that)
    – old instruments or uniforms
    – LP records, VHS tapes, etc that you haven’t touched in several years
    – items donated by vendors who want to be on your Band-Friendly list If you don’t want to add a full-blown shopping cart program to your site, you can list individual items on sales sites like eBay or Amazon and then promote and link to them from your site
  5. Accept DONATIONS online. Add a DONATE button (set up through PayPal, for example) for different specific purposes, or even for general donations to the program. Here’s one example of a page using a DONATE button to help students get private lessons.One local patron ask if it were possible to have automatic withholding from his paycheck that would be electronically transferred directly to the band’s bank account.

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15 yrs experience as a high school band director. 14 yrs as college adjunct faculty. 30+ yrs in the fundraising industry and 24 yrs as a small business owner. (Don't add all those up.). Experience in both the fundraising sales and education worlds give me a unique combination of perspectives in both. I love working with the youthful enthusiasm of today's teenage achievers and with those who work with them.Also 4yrs as proprietor of VirtualMusicOffice.com, which offers a wide variety of virtual services including web/blog design/hosting/managing, social media management (scheduling posts/tweets for maximum impact and brand enhancement) and small business consulting - specializing in school product fundraising.

Posted in Business strategies, High Schools, Income Opportunity, Internet web design and ecommerce, Monetizing, Repost, Sales and Marketing, Small Business, Teaching, Teaching Music Tagged with: , , , , , , , , ,