Tim McDermott “There Are No Free Cats”

The kids and I were walking out of Walmart and there they were. A lady and her children with several cute kittens. The kids were playing with them and shoppers gathered around to look at the adorable little animals. A big cardboard sign had large handwritten letters that read “Free Cats.” 

As we got in our car I told our kids, “There are no free cats.”  When our middle daughter asked what I meant, I explained. “Cats require shots, food, and kitty litter – all of which cost money. They aren’t free.”

I cannot tell you how many “free cats” I was offered as General Manager of a radio station.  Many nice people would call or email with an opportunity for the station that was “absolutely free.” They said it was free, but there was always a “cat”ch. 

 When someone offers you something that is too good to be true, it probably is.     Ask yourself what is their interest in this offer? What are they gaining from this transaction? What will this transaction cost my organization?

Be aware of free cats. Here are some of them.

• The free airtime cat. This is where an event promoter calls and would like to do a ministry event in your city – for free. All you have to do is promote the event on the radio and give them your donor list so they can make people aware of the event. They will give even you a booth at the event in exchange for this “free transaction.” There are two free cats here. Airtime and the donor list. Although airtime is an intangible it is very valuable. Salespeople sell airtime because it’s valuable. It is not to be given away for free. Once you give it away for free (you know just this one time), you will never be able to ask for money for it again. So don’t start. Consider a partnership where the station benefits or charge them for your airtime – but don’t do it for free. The second free cat is the donor list. As a radio ministry, this is one of your most beneficial assets. People pay money for mailing list names. Your donors expect privacy from your list – don’t break that trust. A possible solution here is to ask the event person for the information and you will send it to your donors. 
• The fundraiser gift free cat. This cat often shows up in the middle of your fundraiser. This is where a business calls in with a special offer or gift for your donors. It may be a discount or a free oil change or some sort of offer to get your donor in their door. These are not gifts. These are sales promotions – marketing tactics to make money for them. The free oil changes get them in the door so they can find more things wrong with your car. Make a policy before your fundraiser not to accept these types of promotions during your event. 
• The staff presentation free cat. This is the offer you get from someone who has a great idea to help your staff and all they want is to be able to present their idea at your next staff meeting.   This free cat can be tricky. It really comes down to knowing the person and what they really want and knowing your staff and what your staff needs. Who you endorse could create issues if things don’t work out. You don’t want to put your ministry in a position between the staff and the group allowed in. It is just not a free cat. This is something where they could benefit so know what it is.

Be wise. Be aware. Remember, when it comes to airtime, donor lists, fundraiser gifts, staff time and other “great opportunities, there are no free cats.

Tim McDermott is a dog lover and a board and financial consultant. He has been in broadcasting for over 40 years.  If your organization needs help, he can be reached at tim@timmcdermottcpa.com