Issue link: http://cp.revolio.com/i/15024
by criminals or at the very best are left to their own devices making bad life choices out of desperation. This struck a chord deep inside and it has become my passion,” Schumann says. “When I owned Luxe Spa in Rochester, New York, we had a two-day event that raised more than $5,000 for the New York Chapter of the National Center for Missing and Exploited Children (NCMEC). We had news coverage from all the major networks in those few days and we were one of the largest single donors that year to NCMEC. This cause was near and dear to my heart, so we had a wonderful story to go along with our event that everyone involved with could really feel and relate to on their own personal level,” DeJohn recalls. Schoenberg gives thousands of vouchers and gift certificates yearly, which equates to about $100,000 in services, products, and discounts. He chooses highly visible, well-known and respected charities such as the Susan G. Komen Foundation, the National Multiple Sclerosis Society, and the American Cancer Society. “Avoid obscure organizations where only a small percentage of people are helped,” he says. “If you choose something that people have an awareness of, they may not have been impacted personally, but will more than likely know people who have.” It’s also important to know the percentage of funds that are donated to an actual cause, he notes. “Environment was big before the economic crisis, but it is hard to sell that to consumers now who have become more practical and have put green- oriented services a bit on the back burner,” Ning says. “I think the biggest opportunity is to promote spa treatments for health and wellness.” He points to the national fervor over healthcare reform as a natural theme for these times. If you commit to a cause, be sure you follow through, because nothing is worse than over-promising and this may harm your reputation and integrity, Schumann says. Charitable events and causes let your clients know that you are socially conscious and that you’re not just a business that wants to take— you give, and giving can be infectious. Monica Schuloff Smith is a Miami-based freelance writer, editor, and industry consultant, and is the former editor in chief of Les Nouvelles Esthétiques & Spa. She has authored hundreds of articles related to the skin care and spa industries. Smith is a member of the Florida Board of Cosmetology. She can be reached at monsmith@bellsouth.net. www.ascpskincare.com successful business handbook 117