Billboard
(April 21 Child's Play column by Moira McCormick)
A Good Cause
Anyone with school-age kids -- or anyone who's close to anyone with school-age kids -- has probably shelled out for candy, gift wrap and other such items in elementary-school fund-raising drives. Now, a new company is presenting children's music as the newest type of goods available to schools and other nonprofit groups looking to beef up their treasuries. Music Rewards Fundraising, based in Denver, offers CDs, cassettes and videos from $5 to $15, with most CDs priced at $8-$10.
"Product fund-raising is a $4 billion-a-year business," says company president Grant Olson, "and music has less than a 1% share of it. This seemed like the best opportunity for us, since no one else was doing it." With parents rightfully concerned about the content and image of the popular music their very young kids are exposed to these days, Olson says, Music Rewards Fundraising is presenting a wholesome alternative.
As anyone involved in selling kids' audio knows, it's not the world's easiest sell, but Olson says the key is the price point. "Indeed, trying to sell [an unknown artist's] CD for $15 is tough," he acknowledges, "but we're working affordable price points."
Some of the titles Music Rewards Fundraising offers include Kids' Dance Party (BMG Special Products), the "Wonder Kids" line from Madacy Entertainment, and the "Hunk-Ta-Bunk-Ta" series from Denver-based children's artist Katherine Dines, who also serves as a company spokeswoman, is supporting the campaign with a number of personal appearances at Denver-area schools that participate in the program.
Although, as Olson notes, it "takes time to develop a system like this, since organizations don't want to take risks with unproven products," he's confident that his company's customers will grow. "It's a real economic opportunity," he says. For instance, if a school has 400 kids and each child sells just $40-$50 worth of music, the school's share could be upwards of $10,000. He says private schools have shown a good deal of initial interest.
Olson stresses that an $8 CD is a can't-miss purchase for parents -- and it's inexpensive, too. "Fund-raising popcorn that would retail for $3 goes for [considerably more when a school is selling it]," he says. "Relative to other product fund-raisers, this is a good deal. And you're not just raising money -- you're enriching the lives of children.