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BCNPF employees to adorn their studios in pink décor. Owner Victoria Van Dine offered prizes for employees of the studios that decorated most creatively, ensuring that the decorations would be over the top. "The store managers were pumped to create and design their pink stores. They even had their children involved, painting pumpkins and gourds pink in October," says Van Dine. "The clients began com- menting on the stores as we started decorating the week prior to our kick off, and the staff and clients kept bringing in things and adding to the decorations. Our clients all love the campaign and the chance to see 'their store' and 'their girls' succeed and win." Celsius Tannery, based in Kansas City, was another of the most effective fund- raisers for the D-Feat campaign. Celsius purchased and distributed 43 D-Feat kits, more than any other participant. Like Ashley Lynn's and Midnite, Celsius utilized special promotions to increase fundraising, offering 10 percent package and prod- uct discounts for $10 donations, D-Feat bracelets for $5 donations and pledge markers for $1 donations. Celsius also used pink decorations to gain attention for the campaign and provided staff with a detailed script, including rebuttals, to maximize fundraising. The scripts utilized a top-down sales approach, offering high- est donations first and working down to lower donation levels when rejected. "We chose promotions that were good for the client, but not too good. Because the campaign was in May, which is tanning season, we didn't need to over-incentivize or discount because the demand and the volume was there," says Celsius Advertising and Marketing Director Janessa Howell. "[The script] created a consistent message so there was no confu- sion. It also kept the information controlled so nothing was said that shouldn't have been." These successful fundraisers were moti- vated to go above and beyond because of the valuable social benefits of the campaign's cause, as well as the posi- tive impact that the campaign has on the indoor tanning industry. "We chose promotions that were good for the client, but not too good. Because the campaign was in May, which is tanning season, we didn't need to over-incentivize or discount because the demand and the volume was there," says Janessa Howell. 95 SMART TAN MAGAZINE [ SmartTan.com