Phillip Haid, founder and CEO of Public Inc., knows how to run a successful pinup program. Case in point: he just raised nearly a million dollars with a pinup program at Canada’s Winners and HomeSense stores for the Sunshine Foundation. That’s $300,000 more than they raised the year before without his help.

I asked Phillip what made this campaign so successful.

1.  ”We tried to take some of the pressure off of the sales associate by prompting the opportunity to Spread a Little Sunshine throughout the store,” explained Phillip. “We did stickers on the mirrors in the dressing room, announcements over the PA, buttons on the sales associates and visuals at the register.”

Phillip’s tactics surprised me as I generally don’t recommend signage or buttons. I’d rather focus on motivating the cashier to ask the all-important question: “Would you like to donate a dollar to X?” But Phillip and I agreed that with the ask firmly in place, low-cost forms of visibility can only help the program.… Keep reading

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