Advocacy RoundUp Makes Headlines At Interbike

From Bicycle Retailer & Industry News:

BTI Brings Out The Big Guns for New Advocacy Initiative

(Las Vegas,NV) Bicycle Technologies International launched a new fundraising program this week modeled after one that supports the National Rifle Association.

The program, called BTI's Advocacy RoundUp, allows BTI customers to round up their order subtotals to the nearest whole dollar or choose a set amount of $1, $2 or $3 to contribute to a group of bicycle advocacy organizations. The money will be collected throughout the year and dispersed to Bikes Belong, IMBA, League of American Bicyclists, World Bicycle Relief and the Alliance for Biking & Walking.

BTI customers can save their rounding-up choice as the default for future orders or they can change the contribution level at any time.

Wright is encouraging other bicycle companies and retailers to start their own RoundUp programs and encourage their customers to donate to the nearest wholes dollar on all purchases.

The gun industry program, called NRA Round-Up, works similarly. Hundreds of storefront gun dealers participate using either collection devices on their counters or through register software.

"Launched in 1992 by Midway USA, the firearms industry has amassed over $8 million through their round-up program that goes into an endowment fund for the NRA that only spends the interest each year supporting Second Amendment rights," Wright said. "I figured if the firearms industry can raise that kind of money for the NRA, we have an equal if not even greater opportunity within the bicycle industry."

BTI, which already contributes 4 percent of its net profits to bicycle advocacy efforts, will not trademark the program, and it is encouraging other B2B and B2C companies in the bicycle industry to adopt it into their own organizations.

"If pursued through these channels, we can make a marked difference in how we raise and contribute funds to promote cycling by making it a part of our everyday purchases," Wright said.

BTI is highlighting the new program at Booth 4073, on its website and in its marketing materials.

"Once we have some traceable value to the contribution, we will have a thermometer section of the site to show progress. Dealers will also be able to track their individual contributions in their account management on our B2B site, and at the end of the year we will post a list of contributors," Wright said.