How Members Used HCC Marketing to Raise $1,000 and Help Prevent Homelessness

September 3, 2021

How Members Used HCC Marketing to Raise $1,000 and Help Prevent Homelessness

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By Paul Ahmadzai, Principal at Everox



Everox recently had the opportunity to collaborate with HopeLink of Southern Nevada on a fundraising initiative to support HopeLink’s mission. For those who aren’t familiar, HopeLink’s mission is to prevent homelessness, preserve families and provide hope. HopeLink has championed this cause for 30 years in Southern Nevada, and their mission is more important than ever as Southern Nevada continues to grow.

According to Stacey Lockhart, Executive Director of HopeLink:

“Since the onset of the pandemic, requests for rental assistance have exponentially increased in the Las Vegas Valley. Last year, HopeLink of Southern Nevada provided over 10,000 individuals with life-saving support services including assistance with rent, utilities, food aid and rapid rehousing."


The team at Everox wanted to support this vital mission doing what we do best: Marketing! We also wanted to do something special for Henderson Chamber of Commerce members.

 We initially connected with Katheryn Phillips, Employment Specialist at HopeLink, about the opportunity at an HCC event. We then dreamed up the SEO Health Checkup For Charity: A special (and deep-discounted) 
search engine optimization service (SEO) offered by Everox, where every dollar paid would go to HopeLink.

We ultimately raised $1,000 for HopeLink, connected with 41 Southern Nevada decision makers at 39 participating organizations and exposed HopeLink’s mission to thousands of Southern Nevadans. We did this primarily using the HCC marketing channels.

(You’ll see that we recognize participants who helped make this fundraiser a reality throughout this blog. To be fair to everyone, participants are listed in a random order.)

Along the way, we learned lessons that we want to share with our fellow HCC members about collaboration and marketing with the HCC channels.

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Participant Recognition


Culture and Values Matter

We knew from Day 1 that we wanted this campaign to reflect our company values:

  • Be relationship-oriented.
  • Create win-win opportunities.
  • Make decisions easy.


To put these values into practice, we knew that our offer had to be:

  • A good conversation starter.
  • Beneficial to everyone involved.
  • Something the audience couldn’t resist.


So how did we combine homelessness prevention and SEO into something that compelled people to action?

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Participant Recognition


What We Offered
We offered an SEO Health Checkup, because it provides real value and starts a conversation about an organization’s search engine optimization - and its overall marketing efforts.

Relationships live and die off conversation, so the richer the conversation, the better the relationship - and the more we could amplify HopeLink’s mission to participants.
Nothing sells like free, so we made sure that our service was almost free: $20 for something that’s usually $449.

Donating all the proceeds to HopeLink was a no-brainer for us, and it seemed to make a lot of sense for participants, too. Many remarked, “Why not?
To us, that was a clear signal that we were making decisions easy with win-win opportunities.

We also set a limit of 50 on a first come, first served basis. We wanted to make sure that we could meet demand and provide an excellent experience throughout - and that requires being realistic with operational capacity.

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Participant Recognition


How We Promoted It
The Henderson Chamber of Commerce has several ways to tap their network and reach Southern Nevada decision makers. We used three online channels and one offline channel, with each feeding off the other.

The three online channels were:

  •  Web
  • Email
  • Social media


The offline channel was:

  • Events
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Participant Recognition


Web

We started with the HCC website. We used the free “coupon” formats in the Henderson Chamber of Commerce Members' Area (login required) to broadcast our offering. The formats were:

  • Daily Deal Broadcast: Per the HCC Members' Area, “Deals are included in the Daily Deals email and will be published on the organization's website”.
  • 'Member to Member' Offers: Per the HCC Members' Area, these are “intended for member use only”.


Once our coupons were approved by the Chamber, the HCC team uploaded them to the Daily Deal Coupons on the HCC website. In addition, our coupons were automatically integrated into the email newsletter.

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Participant Recognition


Email
The info we entered into HCC Member Deals automatically made its way into the Chamber’s email newsletter and Daily Deal Broadcast email. This was great because we didn’t have to do any additional work. Ultimately, the email channel ended up being the most successful channel for us (more on this in the Results section later).

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Participant Recognition


Social
We ran paid advertisements on HCC profiles across these social networks to leverage the Henderson Chamber’s social media presence:

  • Facebook
  • Twitter
  • LinkedIn


In addition, we also ran ads using our own branded LinkedIn profile. 

​These were helpful for visibility. As hinted above, email was still the most successful conversion channel for our case.

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Participant Recognition


Events (Offline channel)
The HCC’s motto is, “Personal relationships. Powerful results.” Nothing embodies this more than the events put on by the Chamber. These events were a critical channel to introducing and fostering connections related to this campaign and beyond.
 
We found that the campaign provided a productive conversation starter with many members, whether via online meetings or in-person events.
 
(We categorize events as an “offline channel”, because it requires a physical presence from an Everox team member - even though Zoom is definitely online.)
 
Ultimately, having something of value to offer to fellow HCC members made it much easier to open up conversations and get to know one another.
 
The connection with many campaign participants was started on the events channel and then ended in a conversion over digital.

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Participant Recognition


The Results!
Results speak volumes. Some key numbers from this effort:

  • $1,000 raised. We fell short of our 50 sign up limit, so Everox made up the difference to ensure that we hit that nice, round $1,000 number.
  • 39 Organizations participated. These organizations were diverse. This list included other nonprofits, new businesses and small operations all the way up to regional, mid-size companies and even large, global companies with subsidiaries here in Nevada.
  • 41 Decision makers connected with. Engaging with these organizations meant working with decision makers at all levels.


As we moved towards the end and realized that we wouldn’t hit our 50 checkup limit, we decided to expand the offer to HCC members’ family and friends. We reasoned that it was for a good cause and that we were still providing value to the Chamber network, so it was an easy decision to make. This also ended up being a lesson learned.


Lessons Learned
Some key takeaways from this experience were:

  • It takes a budget.
  • Consider marketing to HCC members plus their friends and family.
  • Keep things as simple as possible.
  • Collaborate with someone!
  • It’s worth it.


It takes a budget.
It’s an old saying, because it’s true: It takes money to make money. Everox decided to carry all the costs of the HCC marketing to ensure that HopeLink was taken care of, and it was a win for everyone involved.

Make sure that you plan a budget and account for possible successes and failures. If done right, your generosity can pay big dividends.

Consider marketing to HCC members plus their friends and family.
The power of the HCC network is not just in the members, but in their extended networks as well - family, friends and other relationships.

If we could go back, we would frame our offer as something like this: “Exclusive for HCC Members plus Family & Friends”

Arguably, this is more supportive of our value to “Be relationship-oriented”. While it will vary for each organization, we think this strikes a balance between providing exclusive value to (and respecting) the HCC network while ensuring that the net is still wide enough to meet goals.

Keep things as simple as possible.
As you can see above, the complexity of these campaigns can grow quickly. We used four marketing channels to cross-promote. That’s before fulfillment, delivery, follow up and numerous personal emails, phone conversations and video chats.

Staying organized is a must - and keeping things simple is a big help in this regard.

We recommend avoiding using too many new tools or pieces of software.

Instead, focus on results and provide a great experience for all involved - whether it’s HCC team members helping you get things published, your newfound contacts or, if applicable, your collaborator.

Collaborate with someone!
The old African saying goes: “If you want to go fast, go alone. If you want to go far, go together.” The same goes for marketing with HCC channels. It’s likely that you’ll have a richer experience and get more bang for your buck if you work with a partner.
 
Stacey Lockhart, Executive Director at HopeLink, put it best:


“HopeLink of Southern Nevada is about building a community filled with hope and dignity for all through homelessness prevention. Collaborating with business partners is key to this work. Our experience with the Henderson Chamber of Commerce and Everox has been a great example of what it takes to make it happen.”


We stayed connected with our fellow collaborator throughout, and vice versa. Be fearless and productive with your communication: Pick up the phone, answer that text and send honest emails.

After all, you joined the HCC to connect. Why not build this into your promotion from the very beginning?

It’s worth it.
The Henderson Chamber of Commerce provides an awesome platform to build goodwill and grow real relationships with your fellow Southern Nevada decision makers. For Everox, being successful meant embracing a multi-channel strategy across HCC platforms and being vigorous with follow through.

We were thrilled at the chance to amplify HopeLink of Southern Nevada’s mission and make a humble contribution to their organization, while helping our fellow Chamber members. To echo the HCC motto once again: 
“Personal relationships. Powerful results.”

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Guest column written by Chris Schlaffman, VP of Commercial Lending at Create Credit Union (formerly CCCU) For many small business owners in Southern Nevada, purchasing commercial real estate or investing in major equipment is an important step toward long-term growth. These investments can help businesses stabilize operating costs, build equity and expand their capabilities. However, securing financing for these types of projects can sometimes feel challenging, especially for businesses that want to preserve their working capital. One financing option that continues to stand out for long-term business investments is the SBA 504 loan program. SBA 504 loans are designed specifically to help small businesses acquire fixed assets such as owner-occupied commercial real estate or heavy equipment. Through this program, businesses can access long-term financing with structured terms that support growth and stability. SBA 504 loans are provided through the U.S. Small Business Administration (SBA) in partnership with approved Certified Development Companies (CDC) and business owners can access them through participating lenders, including local credit unions. As the top SBA lender in Nevada , Create Credit Union (formerly Clark County CU) works closely with established CDCs to help guide local business owners through the SBA 504 loan process. Our role is not only to provide financing but also to help business owners understand the program, evaluate whether it aligns with their goals and navigate the application process from start to finish. Joshua Goldman, a physician from Vegas Plastic Surgery Institute shared that after facing challenges securing financing through traditional banks, he began exploring credit unions as an alternative. “When we decided to start a new practice, the large banks barely considered us,” said Goldman. “Create Credit Union really took the time to understand our business plan and the value we brought to the community.” For business owners who are planning a major investment, understanding how the SBA 504 program works is an important first step. What are the Benefits of an SBA 504 Loan? One of the reasons SBA 504 loans remain a popular financing option is the structure of the program itself. The SBA designed the program to help small businesses make long-term investments while maintaining financial flexibility. There are several features that make the SBA 504 loan program particularly attractive for growing businesses in Southern Nevada. Down payment as low as 10% A key advantage of SBA 504 loans is the relatively low-down payment requirement. Many traditional commercial loans require business owners to put down at least 20 percent or more toward a real estate purchase or equipment financing, which many new or small businesses struggle to put down. With an SBA 504 loan, business owners can contribute around 10% of the project cost. This requirement allows business owners to move forward with important investments while preserving their working capital that can still be used to support their day-to-day operations like managing their payroll, inventory and operational expenses while continuing to grow. Repayment terms range from 10 to 25 years Another benefit of the SBA 504 loan program is the longer repayment terms. Depending on the type of project being financed, repayment periods generally range from 10 to 25 years. Longer terms help reduce monthly payment amounts and create more predictable cash flow for the business. When financing aligns with the long-term value of an asset such as a commercial building or major equipment. It can make financial planning much easier for business owners. Fixed Interest Rates SBA 504 loans also offer fixed interest rates on the portion of the loan provided through the Certified Development Company. Fixed rates provide stability and predictability, allowing businesses to plan their budgets without concern about interest rate fluctuations. In today’s financial environment, that predictability can be a valuable advantage. Knowing what your payment will be years down the road allows business owners to focus more on running their business and less on market uncertainty. How to Qualify for an SBA 504 Loan? While the SBA 504 loan program offers attractive benefits, businesses must meet certain eligibility requirements in order to qualify. These requirements are intended to ensure the program supports small businesses that demonstrate the capacity for responsible growth. First, businesses must meet the SBA’s size and operational guidelines. Eligible businesses must operate as for-profit companies in the U.S. In addition, the business must have a tangible net worth under $15 million and an average after-tax net income below $5 million over the past two years. Because SBA 504 loans are generally used for real estate or equipment purchases, the financed asset typically serves as the primary collateral for the loan. For commercial real estate projects, the business must also occupy a majority portion of the property. In most cases, the business must occupy at least 51 percent of an existing building or 60 percent of a newly constructed property. Beyond these thresholds, lenders evaluate the overall financial strength of the business. Credit history, both personal and business, plays a crucial role in the evaluation process. Lenders also review financial statements, tax returns and existing debt obligations to better understand the business’s financial position. A solid and clear business plan can also help strengthen an application. The plan should outline the purpose of the loan, the expected benefits of the investment and how the project will support the long-term business growth. Meeting these requirements helps ensure that the program supports owner-operated businesses that are investing directly in their operation and communities. Magali Santa of Santacruz Industries LLC shared, “The SBA loan allowed me to purchase the property and building. Owning the property provides stability for the businesses and allows me to continue building and expanding what my brother started.” Another business owner, John Fernandes of Busted Knuckle Mobile Mechanics also reflected on their experience getting an SBA loan. “With the help of the SBA loan through Create Credit Union (formerly CCCU), I was able to expand my mobile repair business by purchasing commercial real estate and opening a dedicated repair facility. In our first year operating from the new location, we doubled our sales.” Stories like these highlight the impact SBA 504 loans can have for small business owners. By providing accessible financing for long-term investments such as property and equipment, the program helps entrepreneurs strengthen their operation, create stability and position their businesses for future growth. Strengthening Your SBA 504 Loan Application In addition to eligibility requirements, understanding what lenders typically look for and preparing in advance can position your business for a smoother application experience. Maintain Strong Credit History Lenders review both personal and business credit when evaluating an SBA loan application. Consistently paying bills on time and managing credit responsibly helps demonstrate financial reliability. Business owners may also benefit from building business credit, monitoring their credit reports regularly and correcting any errors that could affect their score. Demonstrate Healthy Cash Flow A business’s ability to generate steady income is an important part of the review process. Lenders want to see that the business can comfortably manage loan payments while maintaining day-to-day operations. Many lenders evaluate the debt-service coverage ratio (DSCR), often looking for a ratio of about 1.2 or higher, which indicates the business generates sufficient income to cover its debt obligations. Understand Collateral Requirements SBA 504 loans are typically secured by the real estate or equipment being financed, which can make the program more accessible compared with some traditional financing options. Because the asset itself often serves as the primary collateral, many businesses find the program to be a practical way to finance long-term investments. Prepare Complete and Accurate Documentation Having organized and accurate documentation can help streamline the loan review process. Lenders typically request financial statements, tax returns and banking records to evaluate the business’s financial position. Working with an accountant or financial advisor can help ensure these documents are complete and consistent before submitting an application. Develop a Strong Business Plan A well-defined business plan can further strengthen an application. The plan should clearly outline the purpose of the loan, the expected benefits of the investment and how the project will support the business’s long-term growth. Providing market insights, financial projections and a clear strategy help lenders better understand the vision for the business and the impact the investment will have. Show Business Stability and Industry Experience While many lenders prefer businesses with an established operating history, newer businesses may still qualify if they demonstrate strong management experience and a clear growth strategy. Highlighting leadership experience and industry knowledge can add confidence to the application. Meeting these requirements helps ensure the SBA 504 program continues to support owner-operated businesses that are investing directly in their operations and strengthening the communities they serve. Working with Local Credit Unions For business owners exploring SBA financing, working with a local lender can make a meaningful difference in navigating the process. Credit unions, as not-for-profit financial institutions, often provide a more personalized and approachable experience for their members. In addition, local credit unions typically have a strong understanding of the regional business environment and maintain close relationships with development partners that support SBA lending. These connections can help streamline the process and provide business owners with guidance as they move through each stage of securing financing. The application process for an SBA 504 loan can be lengthy and complex, but the benefits such as low interest rates, longer repayment terms, and access to larger amounts of capital can make it worthwhile. For some businesses, securing an SBA 504 loan is about more than the expansion. For Magali Santa, it’s about carrying forward a family member’s dream. As she explained, “It was more than just a financial transaction — it helped secure the future of the businesses and allowed me to honor my brother’s vision while continuing to grow as an entrepreneur.” Chris Schlaffman is the Vice President of Commercial Lending for Create Credit Union (formerly Clark County Credit Union). He can be reached at schlaffmanc@createcu.com or 702-939-3214.
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