An idea for selling subscriptions and raising money in an anxiety economy

Subscriptions? “Dismal.”
Renewals? “Disastrous.”

Charitable donations? “Way down.”
Funds? “Drying up.”

If you’re in the business of selling subscriptions for a magazine, or raising money for a nonprofit organization, these are hard [1] [2] [3] [4] [5] [6] [7] times [8] indeed. Especially as readers and supporters have quietly concluded they can cut their personal expenses by eliminating magazines bought for pleasure and discarding repeated appeals for money without suffering a noticeable change in the quality of their lives.

Here’s an idea that solves that problem.

If you’re raising funds, find a magazine that captures the spirit of your organization’s mission and give contributors a subscription in return for a donation.

If you’re promoting circulation, find a nonprofit organization whose mission fits your magazine and include membership in your subscription offer.

By aligning interests, your strength solves the other’s weakness. Allowing you to re-frame and re-imagine your message in more appealing and meaningful ways.

Done well, you can make the choice to subscribe far more than a personal indulgence. And the decision to donate to your cause an immediate, continuing, and tangible benefit.

This simple, powerful idea was inspired after meeting the editor of Charleston magazine while attending the American College of the Building Arts reception last night. These two local institutions serve as a perfect archetype of how this idea would work.

The fledgling college is sparking an American renaissance in the artisan crafts inspired by a city that serves as a living laboratory for its pioneering students. While the well established, literate and vibrant Charleston magazine perfectly captures the culture and art, sophistication and style of Lowcountry life—from its unique sense of place to the character of its citizens.

Separately, each organization independently supports the idea of the other. Pairing them creates a do-it-yourself, pas-de-deux, mash-up marketing strategy that borrows and combines best practices learned from the likes of Smithsonian, National Geographic, and Audubon. Exemplars that do well by doing good.

The possibilities seem endless…

Health magazines gaining new life thanks to elder care organizations.
Food banks replenishing their funds thanks to gardening magazines.
Fashion magazines finding other-directed subscribers who aid disaster victims.

Keys to success? Make a good match. Communicate cross benefits clearly. Conform to audit rules. And most of all?—strike an equitable agreement. Balancing the cost of buying and selling magazines in bulk with the value of increased circulation and the donations they can generate in return.

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