Editor inboxes are flooding with last-minute Mother's Day gift guide pitches, email newsletters are focused on "10 Gifts Mom Will Love," and each time I get an email, I take a mini half-a-second pause. Because I am an incredible gift-finding daughter who no longer has a mom to buy presents for. And while it's just a day, the corresponding marketing for weeks prior to that lovely Sunday are consistent reminders of how much has changed since my mom passed away.
However, last week I received an email from Awamaki Lab, an incredible fair-trade clothing NPO in Peru recently featured on the Urban Outfitters blog, asking for donations through Global Giving to support the women in their organization. The email invited donations as gifts, but also "in tribute to someone," and I immediately thought yes! Thank you for giving me a way to celebrate Mother's Day and my mom (who had a treasure trove of Alpaca sweaters from the summer she spent in Peru) by helping the Awamaki mission to provide a stable source of income for indigenous women weavers and mothers. I promptly donated in tribute of my mom and shared via Facebook and Twitter. So thank you to Awamaki, for being the only company I have seen to yet encourage me to honor my mother and get to participate in Mother's Day.
Certainly this type of tribute is straightforward when dealing with charitable gifts, but I think there is something valuable in looking at the potential customers outside of the traditional holiday market - whether for Mother's Day or some other oft-promoted holiday. And I wanted to share this idea, because it wasn't on my radar until it happened to me!
So here is a simple pitch tip: consider unique groups of people who might have a different relationship to the holiday or event you are trying in a product or service. Find a way to connect to that audience in a way that gives them a voice and the sense of being seen. In doing so, you have an opportunity to acquire not only a customer, but her heartfelt appreciation and endorsement.