Non-profits and their causes are created out of the existence of a problem in need of a solution, usually political or cultural in nature. Veganism is a cause that has developed because of animal cruelty and oppression. Vegan non-profits seek to educate people about the issues, without focusing on giving back to the organization with profits. Herein lies a dangerous grey zone. When followers of a cause increase, demands on organizational resources increase, and eventually some form of business model is needed to reach out to growing numbers of members. But there is a fine line between successful promotion/expansion of a cause and commercialization. Below are ten dangers I’ve chosen to highlight. You may agree, disagree or find this list isn’t inclusive, so feel free to leave comments below.

1. Cannibalizing other causes. I recently wrote a blog post about PETA’s advertising and how, in this particular campaign, their strategy has taken the focus away from animal rights and put it on Pamela Anderson’s body. The commentary surrounding this “edgy” ad has been redirected to whether or not women’s rights are in question. Commercializing animal rights as PETA has done has possibly led to the cannibalization of one cause for another. Women’s rights for animal rights. People shouldn’t have to choose one belief; polarization occurs when too much effort is put into being progressive instead of targeting the true message. Amnesty International is another cause-related organization known for over-the-top advertising. You decide if Amnesty compromises the human rights plight for something else entirely.

2.Wishy-washy messaging. The opposite of the PETA approach is to avoid targeting anybody in hopes of achieving the highest mass audience. An attempt to reach “everyone” by not taking a strong stance could water down the message you are trying to send about the animal rights cause. Trying to reach the masses with bland promotions leaves the message too broad; it doesn’t convince anyone of the urgency in the issues you’re peddling. It won’t strike an emotional cord, leaving inaction as the best possible choice.

3. All About the Benjamins. Following the lead of high-profile corporations by getting bogged down with the bottom line is the quickest way to become a for-profit. If all your strategizing and creativity funnels into the “books” and staying afloat - i.e into efforts that pull in more revenue - before you know it, the friendly grassroots organization you once were could be a fond memory. Corporate sponsorship can also ruin non-profit ideas by having too much influence on the decision making.

4. False Idols. Copying non-vegan culture in advertising is tricky. The practice of following standard marketing prototype needs to be monitored and evaluated constantly or you may end up projecting false images. Your organization won’t want to nurture a negative/unattainable ideal related to envy or appearances, or encourage a lifestyle of materialism by trying to compete with the top brands of today.

5. Consumption. Turning animal rights into an excuse for consumption, mass production, and capitalism could lead your company to an output of lowered environmental sustainability (in the production of your vegan goods). The idea – which is healthier for us, the animals, and the world in general - is to consume less, and to consume more ethically; it’s important not to lose sight of that.

6. Legislation. Although it can be very helpful to the vegan cause to get politicians involved, it is wise to step cautiously in this arena. Commercialism can deter politicians/lawmakers if there is any association with advertising scandals or radicalism that may have the potential to hinder re-election. We want to change legislation, not get tied up in red tape.

7. Values. The Media Awareness Network (from Canada) says that “Commercialism may erode values – such as sharing, co-operation, and frugality – fostered by families, religious institutions, and schools.” Costs, especially commercial costs, get in the way of charitable aspects which could dissolve community outreach efforts, ties to co-ops, neighborhood relationships and educational endeavors. The effects of a decrease in charity range from cannibalizing other sister-organizations, owing favors to corporations and losing sense of the original cause for which your non-profit was founded.

8. Too evangelical. With a lot of power and a big name, an organization will fall hard if they can’t keep up. A vegan organization should be careful not to imply that veganism will end all troubles, which can happen in lofty advertising messages. All eyes will be on your name for the key to weight loss, finding a spouse or becoming an overall happier person. If you preach large, your organization will be expected to deliver.

9. Erosion of artistic freedom. Mass targeting leaves no room for tailored messages as mentioned above, and by commercializing the vegan lifestyle you could leave the impression that it is a one-size-fits-all program. In reality, beliefs and practices are (and should be) different for each person. Veganism isn’t as simple as one-two-three. Artistic freedom to express the multifaceted nature of veganism goes out the door when deadlines and budgets become gods.

10. Elitism. Advertising emphasizes a sort of elitism and encourages capitalism. In combination with all the dangers listed above, a vegan organization that capitalizes on the commercialization of their cause will leave in the dust all but a small circle of well-knowns and have-it-alls. And then who will spread the word on behalf of animal welfare if they want to keep their tight circle closed?

TALK TO US: Now’s the time to chime in. What do you agree with? What do you disagree with? What is left out?

Chris Whitcoe, founder of Vivapura

Chris Whitcoe is the founder of Vivapura, a business providing vegan foods that help people become healthier, and through every practice strives to make the world a better place. Vegan Mainstream sat down with Chris recently to talk about what makes this vegan business a success, and the strategy that keeps the owners and employees true to their values on a daily basis.

Vegan Mainstream: What is your background?

Chris Whitcoe: Before attending college I was an Avionics technician in the military. I had dreamed of becoming an astronaut from a young age, but during my four years in the military I was sent to fight in the Gulf War. After going to war, I realized that my life Dharma or journey did not include violence of any kind and therefore had to shift away from the military. I received an undergraduate degree in electrical engineering, and triple-minored in Mathematics, computer science, and eighteenth-century French Literature. I went on to pursue business.

VM: How did Vivapura get started?

CW: My friend Chris Cowen, whom I met through a masters’ program at the raw vegan retreat and healing center Tree of Life , owned an organic coconut products distribution company called Cocopura. Chris and I formed Vivapura together, and [I bought into Cocopura with him]. After realizing the potential for expanding as a superfoods company, we re-branded as Vivapura with a larger product line. Later, we added Ivri Krzyz as a third owner.

VM: Why did you choose to locate your company in Patagonia?

CW: I discovered Patagonia while I was a Masters’ student at The Tree of Life. At the time I was a successful project manager in Philadelphia making six figures. I wasn’t happy with my life. Patagonia turned out to be a place to get re-connected with my life’s purpose. I was taking a Sacred Relationships workshop at the Tree of Life on Valentine’s Day; it was 75 degrees and there was an ice storm back east. I was surrounded by conscious, plant-eating beings and by positive energy. I said to myself, why would I live anywhere else?

VM: Can you tell me more about the products you sell?

CW: We’re really into eating locally and living locally but we understand that most people aren’t there yet. By providing quality superfoods, we’re able to create an opportunity for many people to receive high vibration food. The energy of our thoughts and prayers affects the way we receive food. Our highest intentions for our customers’ health and the health of the planet is reflected in every detail, including the way we package our products in our kitchen and the way we ship them out. We practice sacred commerce, and in this way our entire work is a prayer. Every day at Vivapura the staff gathers together and prays over the company about what we’re doing and its mission on the planet.

VM: Why did you decide to make Vivapura a raw, vegan company?

CW: Vivapura is all about connecting with the Earth. Plant-sourced foods in their natural states have an extremely high vibration that connects us with the natural energies of the planet. I’m an electrical engineer by training, so I’m all about energy! The overall effect of eating a plant-based diet is a higher vibration of personal and planetary consciousness. If you’re taking the life of an animal or [using] the life of a human by not paying them fair wages, you’re reducing consciousness overall on the planet.

VM: When did you go vegan?

CW: In 2003 I did an experiment on myself. Essentially I tried to prove the raw food movement wrong by going raw for 10 days. As it happened, I had a miraculous transformation. The third day I detoxed so severely I couldn’t get out of bed! A raw foodist friend who advised me in the process explained it was detoxification and that I wasn’t actually sick. She said I was detoxing from cooked foods, which seemed crazy because I had what I considered to be a really healthy diet before. I became obsessed with figuring out how that was possible. In two years I read approximately 50 books on raw foods, detox, physiology. I was so obsessed I chose to be an instrument in helping further the raw movement in the world. In addition to eating a primarily raw diet, I am 99 percent vegan.

VM: What are long-term goals for Vivapura?

CW: Vivapura’s long-term goal is to be the trusted source for quality foods in the country, to be in every Whole Foods and to be a household name.

VM: Are there any unique challenges to being a vegan business?

CW: A unique challenge to being a vegan business is that we’re playing a different kind of game that doesn’t relate to the old paradigm, which is competition and ‘survival of the fittest’. We play a game of cooperation and ‘thrival of the most supportive’. Our so-called ‘competitors’ have helped us so much. The more our competitors succeed, the more we succeed. And the truth is, we’re not really competing. We’re simply being our unique expression of who we are and focusing on what makes us unique…within the niche—that’s key to being a successful vegan business.

VM: What are your most unique products?

CW: Jarra bee pollen, spirulina crunchies and stone-ground coconut crèmes. Vegans often ask me why we sell bee pollen when it’s harvested by bees. My position is that bees seed every fruit and vegetable, and that the bee’s Dharma is to collect nectar, and in the process they spread pollen. Vivapura ensures that our bee pollen is harvested with respect to the bee. Our traps are removed every other day to allow bees to keep a portion of their bee pollen. Our meshes are bigger than the industry standard in order to allow freer movement. Pollen is harvested with honor and respect to the workers that are harvesting. Our Spirulina crunchies are the most researched spirulina on the planet! A Swiss scientist researched it for years and chose the particular strain we sell among those that have the highest nutritional benefits. Of the different strains, this was the only one that held up under the crunchy-making process. We are also very proud of our several proprietary blends of upscale, low-glycemic coconut crème spreads.

VM: What is a typical of day of work like for you?

CW: I head to the Vivapura “awarehouse” and bring the group of team members together and we set our intentions for the day. We read our mission, state our agreements, and how we choose to work together in conscious, sacred commerce. We give recognitions to anyone who has done anything out of the ordinary. Giving recognitions is a powerful team-building exercise. We call them “atta y’alls,” as in “atta boy, atta girl”. We try to make it fun. Then, we talk about issues we’re having as a company. We circle up and do an ohm. Then I make myriad of business decisions, focusing on keeping company on right path. The path is very simple: keep doing what’s working and change what isn’t. In this way, we keep getting better and better. That’s the formula for success.

VM: Do you find more success in online or offline marketing?

CW: We rely on word of mouth as our primary source of advertising. Word of mouth translates into online social media and offline support of raving customers that love us and tell their friends. As a result we’ve grown at a very steep curve. We post recipes and updates on facebook and twitter and seek to optimize our hits on google and other search engines. Our other marketing is at natural and health expos and festivals.

We have a blog and we blog just about every day on recipes, photos of stuff. Our chief executive blogger Erika Rier is a dynamically interesting woman and her personality shines through and that’s part of why we’ve been so successful in social networking sphere. She’s a unique, creative, person, an excellent writer and a great blogger.

VM: What are the secrets to Vivapura’s success?

CW: The secret to succeeding is not trying to make money, but rather trying to make a difference. I have talked to customers for an hour—sometimes people who order only a small amount of our product—because I know it makes a difference. When you’re trying to make money, you think, well, I’m spending a lot of time on this person, I’m not making money. But by going that extra distance for customers, we benefit as much as they do. One raving customer is more valuable than 10 lukewarm customers because they’re going to tell their friends about you. The most important aspect of marketing is finding, honing and catering to your company’s niche.

VM: Do you think veganism is becoming more mainstream because of information available on the Internet?

CW: I know it’s becoming more mainstream because I have more options in restaurants. The real reason is because more people are “waking up.” People are intuitively connecting to the earth and making choices. The Internet is also doing a great job of backing up people’s heartfelt intuitions for what’s right for themselves and the world. The Internet is a fantastic support system because it helps people see they’re not alone in their conscious lifestyle choices. That supports them and enables them to live in more certainty about their decisions.

VM: What do you do for fun when you’re not at work?

CW: I love to go on hikes. I’m training for a half marathon in July. I love to co-create with my raw vegan chef and educator girlfriend, Elaina Love (who is the founder of Pure Joy Foods). She and I love to sit around with friends and talk about fresh and new ways to change the planet. I love hanging with my three kids—they’re great!

I also enjoy doing lectures, educating people on how can they support what they’re already feeling. Without knowledge, they’re not really making a true choice. Dr. Gabriel Cousens has been an inspiration in spreading awareness about high vibrational, low-glycemic plant-sourced foods. He helps us make choices about consuming less agave and higher-glycemic foods by arming us with scientifically-backed, trusted information. I believe that knowledge provides the ability to make better choices for ourselves and for the planet. My role in society is to go out and help people make better choices while not personally becoming attached to the choices others make. I am perfectly willing to accept others’ choices as their own unique human journey, and am grateful that so many are choosing to go vegan and support the highest vibration foods available on the planet.

Photo Credit: http://www.sxc.hu/photo/1021576

Something that strikes me about most vegans I know is that we tend to be driven folks, whether that means aiming for the most coveted position at work, or striving to work in environments where our veganism will be an asset. I often think to myself that “the world would be so much better if we had more vegan (insert super-cool job here).

1. More Vegan Researchers

I can’t help but assume that if more vegans became scientists, we’d have more opposition to animal testing in the US. One of the main factors keeping vegans from entering the field of research is vivisection. I think the world would be a much better place if there were more men and women in white coats refusing to test on mice and rats.

2. More Vegan Chefs

Of course, the world would be better off with more people cooking good food, especially if their pots and pans aren’t covered in greasy animal fat. I love cooking myself, but I do wish there were more professional vegan chefs. Sure, there are folks like Tal Ronnen and that one guy’s wife from that one McDonald’s documentary. But we need more!

3. More Vegan Athletes

Nothing looks more credible and noteworthy to omnivores than a big, strong vegan. I’m personally tired of the whole “vegan bodybuilder” craze, but vegan athletes sure do make vegans look good! If anything, it shuts up dads and uncles who insist that vegetarians can’t build muscle. There’s nothing like an Olympian or two to prove people wrong.

4. More Vegan Business Owners

This one is a given. If I had my way, there would be a vegan business on every street corner. Even if the businesses aren’t inherently “vegan,” it would be nice to know of successful vegan business owners. Heck, if I knew that the guy who owns the carwash down the street is vegan, you can be sure that I’d be washing my car a couple times a week! And us girlie vegans can’t get enough of vegan accessories. Bring on the purses!

5. More Vegan Vets

I can’t express enough how much I want to be able to tell my veterinarian with total confidence and pride that I feed my cat a vegan diet. Even though I know that my liberated companion animals are healthy, vegan vets are hard to come by, and I’d rather not be advised to switch to Purina once a month. And just as the world would be a better place if we had more vegan veterinarians, it would be even better if we had more vegans being consistent and feeding their pets vegan food as well.

6. More Vegan Politicians

I know what you’re thinking: We don’t need more politicians! I agree. However, just imagine if you could vote for a vegan in a political election. I know I would feel at least a little more secure in the hope that the person I’m voting for may have values somewhat in line with my own. Just something to think about!

7. More Vegan Doctors

Imagine going to the doctor and not having to hear a rant about multivitamins, teeth falling out, calcium deficiencies and getting enough protein. We need more vegan doctors supporting our lifestyle and ethical choices and more vegan nutritionists congratulating us on our smart food choices, and making good nutritional information available to new vegans. If there were more doctors advising people to go vegan, the world would be a much better place.

8. More Vegan Teachers

I remember a teacher once posing a question to a class I was in: Do you think Michael Vick should be allowed to play football again after what he did to all those dogs? I said “Of course! What, are you going to fire the rest of them for eating meat?” She replied with, “Well…that’s different.” Here’s to wishing we had more leaders and thinkers putting more thought into what’s on their plates.

9. More Vegan Religious Leaders

This may seem like an odd choice, but think about what religious leaders do: They guide hundreds of people in the right moral direction, every day. If we had more people guiding people toward moral eating, wearing and consuming, the world would be vegan in no time. As Gary Francione says: The world is vegan, if we want it!

10. More Vegan Moms

Moms rock. And hey, so do dads. Hands down, the best job you can have is to be a parent. I know we all wish our parents would go vegan. I’m still working on mine! If there were more vegan moms, that means more vegan kids, which means more vegans in the world – and what’s better than that? Vegans need to procreate!

TALK TO US
What are some of the coolest vegan professions you can think of, and what kind of career vegans do YOU wish the world had more of?

In the US Midwest, vegans above the age of 25 are pretty hard to come by. Add a suit and tie to the scenario and young vegans are just begging to be called the little-hipsters-that-could. Being vegan (the only one) in a decent-sized agency, I can testify to this difference in eating habits. Already I am the “new girl”, the “young-kid”, the “social media one” so of course I would love to differentiate myself even more by shunning meat and dairy. But in reality, nobody even notices. Most of the time lunches are eaten at our personal desks. I am also fortunate to live near my office, so a quick minute and I’m at the mercy of my own kitchen.

But what happens when group dining comes a-callin’? Well. You suck it up. It just takes a little extra planning. People ask questions, but rarely are these questions offensive. Nobody has ever tried to force me to take a bite of their steak or add cheese to my salad. They’re just curious, so as soon as you are comfortable with attention on yourself as a whole, you will be okay with all eyes on your plate. My colleagues and I even joke about it. “Want more bacon with that?” and “Oh, let’s see what kind of communist food this place has.” But it’s understood that my being vegan isn’t bothering anyone else. A little conversation about non-work topics is actually refreshing, and the way I see it, the fact that co-workers show interest can’t hurt either. But I know that many workplaces don’t have this sense of community and vegan-acceptance.

So, there are a few things you can do when you don’t feel comfortable asserting yourself about the office lunch plans:

1. Bring your lunch. This is a sure-fire way to make sure you are only eating what you feel comfortable with. Maybe you’ll feel like a loner, but chances are most of the time people are hovering over their laptops, shoveling food in their mouths as they go. Nobody will think to ask why you decided to paper-bag it. Try this vegan “chicken” salad recipe.

2. Suggest the restaurant. It’s noon. The masses are not heading to the break room to pull out various assortments of Tupperware concoctions, but are instead planning an outing to a nearby establishment. You are already thinking of ways to sneak a snack later in the day if you are forced to sit in on a steak house business lunch. So speak up. Ethnic cuisine is almost always available and cheap, and more vegan-friendly than the local Hooters or TGI Fridays. Suggesting “Mr. India’s House” will kill two birds with one stone: it will show that you are assertive and ensure you aren’t dining on reception desk mints all afternoon. And you’ll bring some new customers to local vegan businesses.

3. Bring potluck to share. Is it an office party function that keeps you up nights? Say an agency-wide BBQ to celebrate the return of nice weather? Most party dishes are made with tons of cheese, meat and eggs, not so good for vegans. Besides the ever-present nervousness about networking and sounding intelligent, add in the fear of hunger-pains (and leaving early looks like an increasingly attractive option). Not if you bring something of your own. Cook up some vegan potato salad, a side of grilled veggies and don’t forget Tofurky dogs! As long as the rest of the office doesn’t gobble them up before you can, you may just make the right impression. Being vegan is something  you can be proud of  so don’t feel ashamed to pass it around the proverbial table.

1. Twitter. Customer service is free and ready to be enhanced through this popular networking channel. Conversation about your business can be easily monitored through Twitter, and tailoring messages to vegans and vegetarians only takes a quick keyword search. Vegan business owners can provide access to special offers, gather feedback, and have conversations with fans – all through a Twitter feed.

2. Interactive content. Customers want to receive things of value from the businesses they frequent. Vegan businesses, like businesses in any niche market, have the unique opportunity to offer something that isn’t readily available. Using multiple mediums to push out things like meal plans and recipes, tips on how to recycle your vegan t-shirts, or a relevant blog will bring more buzz to your biz.

3. Triangulate. This might sound like a foreign word, but reaching your vegan customer wherever they are is as simple as linking all forms of communication together to provide one cohesive message. Your Twitter, Facebook, blog etc. should all be branded the same way and offer the same content to effectively cover all bases.

4. Papa don’t preach. This is pretty straightforward. Although you might be tempted to boast about your company via your social networks, don’t overdo it. People are more interested in information that will help them in their daily lives. So make sure your content encourages interaction and speaks about the vegan lifestyle as a whole, rather than just focusing on what your CEO’s been up to.

5.  Link. Show that you play nice with others by sharing links to other businesses or articles. This is a good way to use networking to form a community of resources for your consumers. They will be thankful that you made things easier.

6. Damage Control. Use social networks and online research tools to stay aware of issues with your business, if any. Address them using the same tools.

7.  Humor. It’s okay to have a little fun while saying what you want to say.  Social media is an avenue for creativity, and somewhere to add a little wit and fun into the content you push out.

8. Direct E-mail: But with a new twist. Use email as a tool to bring traffic to social networking pages on Facebook and Twitter.  It’s another avenue to insert your interactive content as well, like trivia questions for incentives.

9. Check up on it. Take advantage of media monitoring tools like Sysomos or Tweet Meme to find out if what you’re currently doing works, or if you should try a new strategy.

10.  Crowd Source. Seeking to make some business changes? Just ask yo’ fans. Crowd sourcing may or may not be the hot new thing of 2010, but it can’t hurt to get a second opinion…or a first. Survey your consumers to find out what type of information or content they are looking for in your business.

The best thing about using various social media in your marketing is that it really is up to you how you do it. There is no template, and the rules are few, so messages can be personalized to reflect your vegan business’ personality, and updated to reflect changes in your customer.

1. Pay-Per-Click Ads
Many vegan businesses place PPC ads on their website to help raise extra revenue. Depending on the traffic to your site and the types of ads that are placed on your site, you can generate $.10 to $.50 a click. The ads are generated by your website content, so you don’t end up with random ad content. The two major companies that deal in these types of ads are Google Adsence and Yahoo Publisher.

2. CPM Advertising Networks
CPM advertising networks are a lot like Pay-Per-Click networks, except that you get paid depending on the number of page views. CPM stands for Cost per Mille, and it refers to the cost for 1,000 impressions. The most popular companies dealing in CPRM are Casale Media and Value Click.

3. Text Link Ads
These ads are added to the text on the website and pop up when you roll over a word. The most common companies for text link ads are DigitalPoint Link Sales Forum and Text-Link-Ads.

4. Monetization Widgets
Widgets work like the other ads but provide many more opp0rtunities for money, because the ads change continuously. WidgetBucks and ScratchBack are great places to start with widgets.

5. Audio Ads
These are also called Pay-Per-Play ads. Audio ads can be set to play as soon as the page opens and the viewer cannot stop the ads. This leads to a 100% conversion rate. NetAudioAds is the leading provider of these ads.

6. Affiliate Programs
Affiliate programs place ads for products, or actual products, on your page. Amazon and Ebay have to of the largest affiliate programs. With Amazon you can manually choose vegan books and products that fit your site and even set up a store with those products in them. You will be paid a commission for each sale made.

7. Marketplaces
Marketplaces allow the owner of the site to provide a place to buy sell or trade vegan merchandise and services. Marketplaces can be free or the owner can ask for a percentage of the sale. Sitepoint is a great place to start when considering a marketplace.

8. Donations
Many websites that offer free information or services ask for donations to help keep the business running. Paypal offers free donations buttons for all business accounts.

9. Angel Investors
Angel investors are people and companies that help other start-up companies with funding. Vegan businesses that need a large amount of money for start up can benefit from these investors. The Internet has many lists of angel investors that you can apply to online.

10. Vegan Business Grants
There are many grants for vegan and vegetarian businesses. Finding grant companies is made easy on the Internet; most of these companies have the application and requirements available online and phone numbers to assist you if you need help.

I’ve known a vegan or two to stray from an ethical vegan diet to a more local diet (which includes some animal products) because they feel the environmental footprint of outsourcing vegan products is greater than eating non-vegan foods from local sources. Of course, the principle of switching to a diet that includes animal products is not agreeable to many vegans. Whichever side of the argument you take, as someone who believes you cannot be an ethical vegan for health or environmental purposes alone, I am almost disgusted at the marketing ploy that environmentalism has become.

Chains like In-N-Out and Elevation Burger have sprouted locations all over the United States, touting their recycling programs, corn knives, forks and organic beef. Almost obscenely, they profit from the death of thousands of animals, tugging on the heart-strings of those sympathetic to the plight of the environment.

Not all vegans are environmentalists and not all environmentalists genuinely care about the environment. If they did, more would at least attempt vegetarianism. I don’t know many vegans, including myself, who don’t have a huge pile of reusable cloth grocery bags and Seventh Generation laundry detergent, so it doesn’t surprise me that many vegans are also concerned about their carbon footprint. The opinion that a vegan business should also show it cares about its environmental impact is a valid one, but being vegan in the first place, it is already on its way.

What upsets me more than anything are the companies sprouting up in my own town and around the country who jump on the environmental bandwagon and hope to make a buck by selling mediocre beef products at triple the price of a McDonald’s hamburger. Not only are they making it easier for people to justify eating cows, they are profiting tremendously from a movement based on compassion: hardly a way to show compassion!

As people thriving on a vegan diet, we can show that we don’t have to kill to be fed – and that we don’t have to source food crops like corn to make our forks and knives in order to justify an $8.00 burger. In my opinion, a true vegan business has a much more positive impact (for the animals and the environment) than businesses who disguise themselves as caring about the same things as consumers who support their 0-trans fat, grass-fed indulgence.

Photo Credit: http://www.sxc.hu/photo/917290

On the flip side, customers who are not treated well will tell others about their experiences. Statistically, one dissatisfied customer will tell 10 to 20 people about the incident. One angry customer can cost you hundreds in sales.

There are a few things you can do to prove your store’s value by providing great service and avoiding dissatisfied customers:

1) Provide regular business hours that are posted on your store or website. There is nothing I hate worse than driving to a store and finding it closed with no sign of when they might return.

2) Answer the phone in the first three rings. This proves you take the time to talk to customers. Being polite goes a long way. I love to hear “Thank You” and “Please.”

3) If you ship products, do so in a timely fashion, and use a trusted shipping company. So many companies have lost my business because I have to wait for weeks for products I have purchased.

Good customer service is vital to winning return customers. In the restaurant business, it costs six times more to attract one new customer than it does to keep an old one. Long term customers are also more profitable than new ones. Statistics show that a 5% increase in vegan stores customer retention can boosts that stores profits by 25 to 125%.

The real question is, how can vegan stores possibly be profitable without excellent customer service? Most vegan businesses are small and alternative by nature – and customer service is even more important in these situations. No one likes to be treated like just another sale. With a little time and care, you can ensure that customers will return, and help you grow your business through their support.

1)      Invite Your Customers to be Part of the Bigger Picture

Your vegan business has great products, and if you’re like most of your peers, you are striving to make the world a better place.  Your target market – people just like you who care about the environment and the well-being of humans and animals – want to know that they are supporting a responsible company with their hard-earned dollars.  On your packaging and your website, include information about your sustainable practices and other community-building activities that make your company shine.  Do you compost 90% of your waste materials?  Do your employees volunteer to clean up local wetlands?  Shout it out!  And don’t forget to Tweet about it, too!

2)      Save Your Customers Time

It’s time-consuming to be vegan in a non-vegan world. Think how much your customers will appreciate your products if they’re extra convenient!  For example, lots of people love to cook with tofu, but hate the time it takes to compress and drain it.  Why not vacuum pack pre-drained tofu in bio-degradable bags and add some extra value to your product?

3)      Solve a Problem

Think about your daily life as a vegan and some of the problems you encounter.  Guaranteed you’re not the only one facing those challenges. What can your vegan business do to help solve some of those problems for your customers?  For example, vegan parents sometimes encounter flack from schools or pre-schools regarding their young children’s diets.  What about a pre-packaged, nutritionally complete vegan lunch supported by a company website which details nutrition facts associated with the lunch?  Problem solved!

4)      Personalize your Brand Name

Put a face to your products!  Whether it’s a cute cartoon character, an adorable kid, a fuzzy woodland creature, or your own smiling mug, your customers will feel more bonded to your products if they identify with them as “friends.”  Remember Tony the Tiger?  Frosted Flakes made a fortune off of that lovable character.  How about Smoky the Bear?  Remember, only you can prevent product failure!

5)      Issue a Challenge

Now’s the time to step up and be the change you wish to see in the world!  Today’s consumers of vegan products love to interact with the companies they support, and everyone needs encouragement to do the right thing.  Challenge your company to do something great, and challenge your customers to do the same.  Will you reduce your carbon footprint by 3% this year?  Blog about it and invite your customers to share their stories, too!  Give a free organic t-shirt to the best blog response each month (with your logo on it, of course!).

6)      Donate to a Worthy Cause

Will a percentage of your profits go to preserve the rain forests?  Stop puppy mills?  Save endangered turtles?  Be sure that information is on your packaging and website.  People love to give effortlessly by choosing your product.  It’s easy, and it feels so good!

7)      Capitalize on Reusable Packaging

As a vegan business owner, you are likely concerned about waste.  If you sell a product that requires packaging, it’s probably bio-degradable, recyclable, or reusable (or all three).  Consider a useful, reusable package that keeps your logo in front of your customers.  Remember A&W Root Beer mugs? The company gave away glass mugs with their logo and would refill them on consecutive visits to their restaurants.  Fabulous idea!  See the mug, crave the root beer!

8)     Hold Contests

There are lots of ways to advertise.  Paying for an ad is only one way.  People love to win stuff, and they also love competition.  Consider publicizing a contest to win a supply of your product.  Why is it a good use of your money?  It gets people to go to your website, interact, give you their contact information, and tell their friends about the contest.  Think of it as a social networking campaign, all done for you by the consumer!  Here’s how you do it:  “Enter our “Greenest Family in America” Contest!  Get the most votes on our blog for your story and win a 6 month supply of Earth Bars!”  People will Tweet to get votes.  Bam.  And you can write off the product as a business expense.

9)      Get Certified

Professional affiliation and certifications are an excellent investment.  Even if you don’t have the money to become “Certified Organic,” there are other less expensive options.  Look into fraternal organizations, and always use ingredients that carry certifications, whenever possible.  People will notice.

10)  Become an Information Clearinghouse

If your website has lots of useful articles with important information, people will visit again and again to find out the latest news on sustainable and green subjects.  Your customers will thank you and you’ll sleep easier knowing that you’re forging positive relationships with your consumers.  Be sure to offer lots of coupons with each article, and you’ll notice the difference at the bank!

Being a vegan business owner has never been easier or more rewarding!  Use these easy tips to create a memorable presence for your products, and your company will be on its way to becoming a household name in no time!

Attending vegan-related events can open up entrepreneurial opportunities quicker than you ever imagined. By networking and speaking with other professionals in your field, you will spread the word about your needs and broaden your horizons in other ways too.

If you want to expand your vegan business, it’s effective to take a hands-on approach. Diving into the world of vegan-related events can be a fun and enlightening experience. So where can you find these vegan happenings?

One advantage of being part of a niche is that it can be easier to find appropriate events, festivals, seminars, etc. to attend. Peruse the advertisements in vegan-focused publications such as VegNews, Vegetarian Times or Plenty magazine. Look for festivals such as the annual World Veg Festival in San Francisco, CA or the yearly Boston Vegetarian Food Festival. These events will have vegan vendors that might be interested in a partnership or providing you with supplies. Also consider expos dedicated to green living or pets, because these events often attract vegan vendors too.

Even if you don’t have the budget to travel to expos and festivals far afield, there are most likely events going on in your area. Depending on the size of your local vegan community, they might not be high profile events, but getting involved in your local vegan scene can only be a good thing. Find out if there is a local vegan or vegetarian group, because they might hold monthly potlucks or meetings where you can get to know individuals who can connect you with the right contacts.

Vegan events are happening all over the world, so it’s just a matter of exposing your vegan business and making yourself more available to entrepreneur opportunities. Spreading your wings can help your business soar!