When he decided in September to take part in the 2007 Operation Smile campaign, especially after the studio's busiest summer ever, Terry Farmer was committing the staff to less than a month of intense preparation. But by adding some novel approaches, including a partnership with area dentists, Terry Farmer Photography, Inc., raised more than $8,000 for PPA Charities in 2007.

Beyond the Operation Smile donations, these successful strategies can be used to increase a studio's visibility during other promotions.

Critical First Contacts

Terry suggests determining first what groups within your community are logical partners for your studio fund raiser or event and make a meaningful contact.

"The concept of Operation Smile lent itself to partnering in the community," explains Terry, president of the Springfield, Illinois, studio. "Photographers record the faces of children and families, so partnering with dentists was a logical alliance. This was a reciprocal project in that partnering dentists received community-wide recognition.

Terry contacted current officers of the dental society serving eight Central Illinois counties. They were enthusiastic about contacts to their individual members.

Terry described PPA Charities, Operation Smile and Family Portrait Month in a letter to society members. For a minimum donation of $240, the cost of one surgery, Terry invited each dentist to partner in the fundraising. He also explained that a donation to Operation Smile would be contributed for each family portrait session during October.

At about the same time the studio mailed contact letters to approximately 100 member dentists, Terry also featured Operation Smile in the studio's fall newsletter delivered to more than 4,000 the homes. Through this cross marketing step, studio customers who also visited a partner dentist were already aware of the fund-raising campaign.

Prepare a Partner Package

"Individuals or groups will be more likely to buy in to your partnering proposal if they understand clearly defined benefits," Terry recommends. "Make it easy for your prospective partners to say 'yes'."

Dentists partnering in Operation Smile received the following, all of which were spelled out in Terry's contact letter:

Office display for their reception area, including an 11 x 14 counter card, a 14 x 16 poster with their office or individual name prominently featured and call-to-action counter cards for their patients;
Complimentary family portrait session and 8x10 print gift certificates for distribution to their long-term patients, family or friends; and
Recognition in news releases to area media outlets.
Spread the Word

Terry stresses, "As photographers, our businesses depend on image, so we don't want to skimp when preparing the components of our ad campaigns. Every piece has to look great!"

Building on prepared materials sent to the studio, staff writers and graphic artists created unique and unified wording and design for all customized components of the studio's Operation Smile campaign. The results were classy, consistent, eye catching and easily read.

While customizing Operation Smile pieces, Terry also insisted on easily identifiable ties to the studio. In addition to using the logo, the studio tag line, "Celebrate the best times with Terry Farmer Photography" was adapted for the Operation Smile campaign. It became "Celebrate the best times and Help Us Create a Child's Smile."

Incentives to book a family portrait session were included on a postcard sent to the studio mailing list. These incentives included significant savings off the studio's normal session fee and the promise of contributing a donation to Operation Smile in the name of each family booking a session.

Even during the first year of this campaign, the response was universally enthusiastic. Twenty-three dentists, about a quarter of those contacted, partnered with the studio. Their patients who received certificates were delighted, and studio staff have heard positive comments from people throughout the community who have recognized the studio's fund-raising efforts.

Recognize Your Partners

"My parents always taught me to thank those who work with you" Terry says. "A significant challenge for every fund-raiser or event is how to thank your partners publicly and repeatedly."

Terry made sure that the studio's dentists partners, and their patients, read "thank you" often.

Small thank-you cards, designed, of course, with the campaign's theme, were custom printed especially for mailing to the dental partners.

Additionally, the partner dentists were recognized in

the on-line newsletter of the Greater Springfield Chamber of Commerce;
a one-page ad in Springfield Scene magazine;
the State Journal-Register daily newspaper; and
the spring edition of the studio newsletter.
The newspaper recognition exemplified the creative persistence that organizers may need. If a newspaper sometimes hesitates printing news releases, even those related to worthwhile causes, if there is a marketing component associated with the release.

What worked was a letter to the editor targeted to the weekly "Good Deeds" section.

Plan to Expand

"Even when a studio project is a raging success, and Operation Smile certainly falls into that category, I'm thinking about how to improve. Building a campaign such as this benefits the cause, raises the visibility of your campaign partners and increases your bottom line," Terry concludes.

With only a year of experience using this approach to Operation Smile, there are options to expand. Terry anticipates extending the professional contacts to include the local medical school and area plastic surgeons. By planning further in advance, the studio will also incorporate campaign components on the web site and blog.

For the 2007 campaign, however, Terry Farmer Photography, Inc., is delighted in the knowledge that the lives of more than 33 children will be changed forever, and they will smile.

Learn more from Terry Farmer by logging on to his free webinar.

Following are examples of Terry Farmer’s Promotional Materials:


Family Portrait Month Dentist Promotion Newsletter Item


Family Portrait Month Print Media Ad #1


Family Portrait Month Print Media Ad #2


Family Portrait Month Dentist Counter Poster


Family Portrait Month Dentist Office Take-Away Card


Family Portrait Month Dentist Promotion Direct Mail Card (front)


Family Portrait Month Dentist Promotion Direct Mail Card (back)


FPM Studio Thank-you Note