| A common mistake among service providers is | | | | wrong way! |
| spending 90% of their pitch time talking about | | | | What then is a concrete WIIFM strategy that you can |
| themselves, or about social causes, rather than what | | | | use when marketing persons with disabilities? |
| difference they can make for their employers. | | | | Businesses understand profits and markets, so let's |
| Consider this pitch: | | | | start there. |
| "We're an organization that helps match persons with | | | | Consider the following example: |
| disabilities with employment opportunities. We sincerely | | | | What's in it for you? A significant chunk of the |
| believe disabilities should never be a barrier in obtaining | | | | consumer market with spending power and market |
| meaningful work. We're looking for partner industries | | | | influence. |
| for this cause." | | | | Persons with disabilities (PWD) comprise over 19% |
| Informative? Sure. But will it catch the attention of a | | | | of the general population! This doesn't even include |
| potential employer? Probably not. | | | | their families. Across the country, they exceed the |
| One of marketing basics is putting yourself in the | | | | next largest minority group (Hispanics) by 5%. When |
| shoes of your target audience. This is called the WIIFM | | | | you ignore persons with disabilities, you ignore a huge |
| factor or 'what's in it for me?' More than knowing | | | | potential market! |
| about you and your organization, employers want to | | | | This significant chunk of the population has |
| know how you can benefit their bottom line. Will you | | | | spending power! Here are the facts: 73% of PWD are |
| give them what they're looking for? Will your proposal | | | | head of households, 53% own their homes, and 48% |
| address what needs to be done? Can you help them | | | | are principal shoppers. Combined, they have over $200 |
| solve a problem? What's the value that you can | | | | billion in discretionary spending! |
| provide? Unless you can address these things, your | | | | Hiring PWDs translates to positive market |
| employers might feel that their time with you is not | | | | influence. Caregivers or persons with disabilities make |
| being used productively. | | | | decisions on services or goods based upon how |
| Consider this: | | | | businesses accommodate the family member. If they |
| The Institute for Community Inclusion and the Boston | | | | know you hire PWDs, you already have 19% of the |
| College Center for Work and Family held focus group | | | | population at least looking favourably at you! |
| discussions to find out what makes employers | | | | How about the other 79% of the population? A recent |
| knowingly hire people with disabilities. Three broad | | | | consumer survey showed that 92% of the general |
| categories surfaced and two of the categories | | | | population favour businesses that hire PWDs, with |
| included concrete benefits for the company. | | | | 87% preferring to do business with them! |
| The first benefits were those directly related to | | | | And if that's not significant enough, consider this: there's |
| business objectives (e.g. hiring people with disabilities | | | | an extensive word of mouth presence within the |
| meets the organization's personnel needs by filling | | | | disability community, with products and services |
| vacancies). Then, there were benefits indirectly related | | | | commonly referred between individuals. Once |
| to business objectives (e.g. hiring individuals with | | | | someone sees the value of your services, it's like |
| disabilities benefits a company's long-term viability and | | | | marketing to three more! |
| profitability by enhancing the corporate image and | | | | Becoming the supplier of choice can equate to positive |
| demonstrating a commitment to the community). | | | | business results. PWDs have a significant ability to |
| Social corporate responsibility was the third category; | | | | affect a business's bottom line. Your approach matters |
| employers hire persons with disabilities because it's | | | | a great deal. If you observe the WIIFM factor when |
| "the right thing to do." But, of these three reasons, this | | | | working with your employers, you'll likely cut back on |
| seemed the least powerful in moving upper | | | | the red tape you would traditionally have to go through. |
| management. In fact, by leading with 'it's the right thing | | | | Plus, you'll be better equipped, saving you a significant |
| to do," you may be sending a message to an | | | | amount of time and energy. |
| employer that they are currently doing things the | | | | |