Strategies for converting customers into Fair Trade Advocates in the communities. What kinds of events have folks organized that were successful, where “success” = good sales, increased awareness in the community, coverage in the press, and/or customer base participation? We have an anniversary coming up and want to organize something special that will really get people excited and, ideally, shopping. If it gets press coverage as well, so much the better.

Kevin: We often hosted events that supported local NPO’s and community organizations. It was a win/win as we drew on their support network as they wanted to support their cause and our supporters wanted to support our efforts to support a local organization. We usually structured it as a benefit event- all profits donated to the org or 15% of the days sales donated, etc.

Anything that broadened our support network but attracting unlikely supporters was worth it. Maybe they didn’t know about us or were skeptics of FT, but they liked what they experienced and were in once they came down.