A few years ago, my staff began offering “Yearbook Angels” to our community supporters as they canvassed for advertisements. Businesses who purchased ads from us and who were interested in helping financially disadvantaged high school seniors secure copies of their senior yearbooks could purchase a book for a discounted rate of $40 (regular rate is $50). This year, we sold over 40 additional books through this Yearbook Angel program (10% of our total sales) and were able to ensure that every financially disadvantaged senior will now get a yearbook of their senior year. Consider adding this to your normal ad campaign and see if it increases your sales as it has ours. The students will appreciate it!
Then in March, my students know that it’s time to buckle down and do one final sales push for the yearbook. We run a Non-Buyers List report in eBusiness that tells us who hasn’t ordered, who their parent/guardian is, and how we can best contact him/her. (You’ll need to make sure that all of that information is in the database.) Then, each of my staff members takes a section of the list and makes personal phone calls to each individual. We post a telethon script on the whiteboard in my room that reminds them how to introduce themselves, talk about the yearbook, and give ordering instructions.
Their goal is to get 10 buyers from their lists to order by the end of the month. In order to make sure that we do our best to canvass non-buyers, we work on this every Friday in the month of March. Week 1 we call all non-buyers with the last names starting with A-L. In Week 2, we contact the remaining non-buyers with last names M-Z. Week 3 is for going back through all the lists and emailing parents who have still not purchased, even after the phone contacts.
And finally, in Week 4, we send out final student reminders to the student’s school email accounts. This means that non-buyers will hear from us personally on the phone and through email at least three times during the final sales push. In the past, this has increased our sales dramatically. We are hoping it continues to produce results this year as we get further into the process.
Edwardsburg (MI) HS
Lisa Sherman, a 15-year veteran yearbook adviser, enjoys spending time with her three middle school sons, catching the newest movies on the big screen, and reading national best sellers while her toes are in the sand. If she can squeeze in a workout, that's good, too.