16 minute read
Building a Legacy of Giving Back
She Gives Back Constance Hill-Johnson
Building a Legacy of Giving Back
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by Elizabeth Denham
The Spark
The word philanthropy comes from the Greek word “philos” meaning “love” and “anthropos,” meaning “man” or “humanity.” This definition, “love of humanity” is what drives Constance Hill-Johnson in her quest to leave the world a better place than she found it.
“My heart has always been bent toward serving, and the last 18 months of my life have been all about giving back,” Hill-Johnson said. “I am at a place in my journey where I am trying to see what’s next. And in that context, my husband and I have discussed what our legacy will be. What will we leave behind?”
Hill-Johnson owns a Visiting Angels franchise in Cleveland and has been in business for more than 15 years. Visiting Angels is a senior home care provider assisting senior citizens with personal hygiene, meal preparation, housekeeping, medication reminders, transportation and errands.
Hill-Johnson’s passion for philanthropy, especially Black philanthropy
and advocacy, led her to bring the national traveling exhibit, Soul of Philanthropy: Reframed and Exhibited, to her hometown of Cleveland.
“I was like a dog with a bone trying to figure out how to get this to Cleveland,” she said. “And I wanted it to be about more than the temporary exhibit. I wanted it to be about changing the conversation around philanthropy and what that means, particularly in the Black community. We began to say, ‘it’s not a moment, it’s a movement.’”
According to the Soul of Philanthropy website:
Groundbreaking in focus and depth, Giving Back: The Soul of Philanthropy Reframed and Exhibited presents stories of generosity among Americans of African descent. Centuries-old cultural customs and beliefs about giving, though rarely acknowledged as “philanthropy” in Black communities, have long been an integral and transformational force in lives and communities throughout American society. Photography, poetry and prose weave vivid stories and reveal the long and unsung legacy of Black philanthropists—from generous donors of wealth to ingenious givers carving a way out of no way.
Over the last year and a half, Hill-Johnson rallied a group of volunteers in Cleveland not only to bring the exhibit to town but also to raise money and put on events and programming leading up to and following the exhibit. The Soul of Philanthropy exhibit was in Cleveland from September 6 to December 6, 2019.
Through her efforts over the last year, Hill-Johnson has helped establish The Cleveland Black Equity and Humanity Fund housed at the United Black Fund, one of the largest foundations in Cleveland. They hope to issue grants to community nonprofits organizations in the second half of 2020. They are still raising money and are planning more programming for this year. Hill-Johnson also sits on the board of the Cleveland Foundation, the oldest foundation in the country. The Future
“We raised more than half a million dollars and put on 15 programs over three months,” Hill-Johnson said. “Some events were free, some were ticketed, and they took place in venues across Cleveland. The point was to foster conversation about why philanthropy looks different in different communities. It’s not about equal giving. It’s about equal sacrifice.”
Programs ranged from panel discussions to documentary showings. There were also compelling and informative discussions about what it means when diverse communities come together to give.
It’s not a moment; it’s a movement. “ As a result of Hill-Johnson’s tireless work, she was named one of the YWCA’s Women of Achievement for 2020. While she is thrilled for the honor, she still believes she has work to do. “I have also learned that I have more to offer professionally. I plan to start a coaching business. I want to advise other entrepreneurs – help them avoid some of the pitfalls I experienced, Hill-Johnson said. “And the experience of bringing the Soul of Philanthropy to Cleveland has sparked something special that will continue going forward.” For more information about Hill-Johnson’s work, please go to: www.visitingangels.com/cleveland/ home or www.conniehilljohnson. com/meet-connie/.
Social Media Tips
How To Grow
Your Franchise With Social Media
As a franchisee, you know recommendations from current customers to their friends and colleagues is the fastest way to grow your business. Word-of-mouth advertising has been and will continue to be the backbone of American busiby Michelle Hummel
ness, but the way customers are talking to each other has changed drastically in the last decade.
According to the most recent statistics from the Pew Research Center, a nonprofit and nonpartisan
fact tank, an average of 72 percent of Americans regularly use social media to connect with friends, get information and entertain themselves. Think social media is just for the younger crowd and not your customers?
Social Media Users By Age
40 percent of Americans age 65+ 69 percent of Americans age 50-64 82 percent of Americans age 30-49 90 percent of Americans age 18-29
When you’re busy running your franchise, finding time to deal with social media can be daunting, especially if you don’t know where to begin.
Choosing The Right Platforms
There are many social media platforms, but if you’re limited on time or resources, select at least three to get your message out and connect with customers. Regardless of your franchise specialty, every business needs to have a Facebook page. This platform dominates social media and not just for its ease of use. People use Facebook as a search engine to find information, so it’s key your franchise has its own page separate from the franchisor.
ing basic information, five to seven photos and a listing of your top products packed with keywords.
Instagram used to be the platform for the under 25 crowd, but according to Sprout Social, now 46 percent of Americans age 18-64 use the platform daily. Instagram can be successful for B2B franchises if you’re experienced on the platform, but B2C franchises definitely need to be there, showcasing amazing photos.
As long as your business has a physical location, Google Business is also a key platform. Make sure your page is fully optimized, includ
Twitter is its own world with a smaller percentage of users than other social media platforms, but it tends to reach a more affluent
audience who is tech-savvy and looking for timely information and quality customer service.
All B2B franchises should have a personal and company LinkedIn page. There are other business platforms, including Alignable, but LinkedIn will give you the bang for your time.
Pinterest is an excellent platform for B2C franchises who target women aged 18-49 with an income of $75,000 or more. Like Instagram, Pinterest is a visual platform for inspirational and aspirational content.
Consistency Is Key The first thing potential customers will do after finding your franchise on social media is scroll through for a minute or two and look at your feed. A lackluster or sparse feed will be a cause for concern, so be sure you have a wealth of recent posts to build your credibility. Using platform analytics or through trial and error, post daily at the best time to reach your audience. Social Media Is More Than Selling When you’re watching TV, odds are you fast-forward through commercials. Social media users are the same way, so your posts cannot be all commercials. Be sure your content has a mix of personal stories, inspirational, informational and funny posts, direct ads and posts that connect with your customers on a personal level. When planning your content, remember this time-tested strategy: Teach me, inspire me, make me laugh, and I’ll remember you when it’s time to buy. “ Your franchisor may handle social media for the brand, but for your franchise location to be successful, you need to harness the power of social media for yourself.
Engagement
When a customer comes into your franchise or you’re on a sales call, you wouldn’t ignore their questions or not engage with them on some level. Social media is the same way. Take time to like items from their feed, ask open-ended questions, answer their questions promptly, and respond immediately to both positive and negative reviews.
Your franchisor may handle social media for the brand, but for your franchise location to be successful, you need to harness the power of social media for yourself.
Michelle is the CEO and Founder ofWeb Strategy Plus, a full-service digital marketing agency, where her team of experts specializes in helping franchise owners develop websites, SEO and Social Media Strategies. A published author of three books in her series, “The Social Media Magnet: Everything You Need to Know to Attract Customers with Social Media.” She also holds a valuable Internet Marketing Degree and provides training to help individuals acquire Social Media Management Certification through Web Media Universityy. Contact Michelle at info@michelleshummel.com.
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Snapology Snapology understands that children are meant to learn through play. When children are actively engaged in hands-on, interactive learning activities, their creativity flourishes and they show a greater interest in school. If kids are happy, then parents are happy and your business will flourish. There are several elements that make Snapology a great franchise opportunity. First, Snapology programs are fun. They provide the right balance between fun and education to appeal equally to children and their parents. Second, Snapology offers dozens of revenue streams. Imagine the possibilities with the over 60 different program topics and themes to offer for classes, parties, summer camps, and scouting events. Birthday parties alone are a $10 billion industry. Third, large territories are available. Finally, Snapology is a low cost, home-based, mobile business teaching robotics and STEAM principles through classes, camps, parties and other events. For more information visit www.snapology.com/ franchise.
Flour Power Flour Power Kids Cooking Studios is a fast growing, nationwide, hands-on culinary entertainment and educational franchise. Founded by mom of two and special needs advocate, Susan Caldwell, the educational program takes children on exciting imaginative culinary adventures in a locally owned whimsical kitchen studio. Each program Flour Power offers consists of proven-themed, hands-on, exciting curriculum designed to stir up a ton of fun while learning life-long skills. From kitchen chemistry to food art to etiquette, we keep the excitement and creative learning sizzling in our studios every day with camps, classes, kids night out, special needs classes, private events, adult classes, birthday parties, field trips, off site enrichment classes, team building events, corporate events, family style events and more. The creative fun never ends in our studios! For more information visit www.teamflourpower.com.
Catherine Monson
Named IFA Chair
The Franchise Woman is excited to congratulate Catherine Monson on being named chair of the International Franchise Association (IFA). Catherine was gracious enough to answer a few questions about what this role means to her and what she sees for the IFA going forward.
What does being named IFA chair mean to you both personally and professionally?
It is an incredible honor to be elected to the position of IFA Chair.
While getting into franchising was unplanned − I was looking for a job in sales or marketing just a few years after graduating college--once in franchising, I fell in love with it. Being in franchising, I have had the opportunity to make a positive difference in many people’s lives. I have helped hundreds of franchisees get into business for themselves − but not by themselves − and benefit from the power of the brand, along with the brand’s marketing, advertising, training, and support. The greatest compliments I have been given are from franchisees thanking me for helping them become millionaires!
Being elected Chair of the IFA is truly an honor, both personally and professionally. I look forward to serving the franchising community and doing my part to protect, promote and enhance franchising.
What are your goals for the IFA under your leadership?
I have had the honor of being a member of the Board of Directors of the IFA since 2007. Throughout that time, I have focused on teaching and promoting franchising best practices, which include improving franchisee profitability, building positive franchisee-franchisor relationships, and franchisee involvement and engagement. I am passionate about these best practices, especially focusing on franchisee profitability. I have also been committed to protecting, promoting and enhancing the franchise business model, especially through positive and strong government relations and advocacy.
My goals for the IFA in 2020 will be to continue the focus on promoting and teaching franchising best practices, continuing with the IFA’s strong Government Relations (GR) outreach and increasing the membership of the IFA. I am committed to increasing franchisee involvement in advocacy/GR, including increasing Franchise Action Network membership and finding more ways to mobilize franchisees in advocacy. I also want to increase CEO/C-Level franchisor engagement in advocacy/GR, resulting in them motivating and engaging their franchisees to do the same.
What advice do you have for women business owners or women seeking to own a business?
I believe there are five common characteristics of all highly successful people and that these characteristics are learned skills, so we can all improve in each of them. These common characteristics are not based on or limited by gender. These common characteristics of highly successful people are Positive Mental Attitude, Goal Directed behavior, Self-Motivation, a Sense of Urgency, and Never Stopping Learning. One of my great pleasures is to teach these skills to young people. My advice to women business owners or women seeking to own a business is to continue to increase your skill in each of these five areas.
How would you describe your leadership style, and how do you use that style to motivate people to action?
I have worked to develop a mentoring leadership style, focusing on people on both a business and a personal level. I strive to be thoughtful, considerate and approachable. Because of that, I have upheld an open-door policy, providing all employees the opportunity to visit with thoughts, questions or concerns.
I seek to develop personal relationships with our franchisees in over 725 FASTSIGNS® locations worldwide, as well as the 130 employees that comprise the FASTSIGNS International corporate team. I involved my team in creating the company’s value statement, which includes Being Open and Positive, Acting with Passion, Doing the Right Thing, Doing What You Say, and Making It Great. Because we are in the signage and visual graphics business, a street sign design is used to bring the values statement to life. In addition, I involve my team in creating the company’s business plan annually.
It has been one of my goals to create an engaging and positive work culture, with integrity from the top down. I believe strongly in the power of positive thinking and goal-directed behavior, encouraging this in my employees, including with visual displays such as our “Inspiration Hall,” at the corporate office with quotes that inspire and motivate employees and visitors to the office. I truly have an attitude of gratitude for my employees, eagerly welcoming new employees aboard and celebrating milestones and anniversaries. In our corporate offices, we celebrate with banners, cards and public appreciation. FASTSIGNS International, Inc. is a hard-working family of individuals that work to maximize the success of every franchisee.
I have continually worked to enhance my leadership skills and think any leader worth their salt is doing the same. What are your thoughts on the importance of the representation of women (and other groups) in leadership roles?
Every company and organization has a diverse set of customers and prospects. Having diversity in leadership, including diversity gender, ethnicity and diversity of thought will more likely lead to greater success for the organization. And, soft skills and emotional intelligence come a bit more naturally to women; a study by the global consulting firm Hay Group found that women outperform men in 11 of 12 key emotional intelligence competencies. In addition, people who differ from one another in gender, ethnicity, or other identities bring a diversity of perspectives and views to an organization, which enhances creativity and evaluating challenges and situations more thoroughly. This leads to better decision-making and greater success for the organization.
The Franchise Woman is proud of all of the winners of the 2019 Franchising Gives Back Awards. Shannon Wilburn, our first cover story, was the Gold Winner of the Impact and Innovation Award. Congratulations to you all! 2019 Franchising Gives Back
Award Winners
The Franchise Woman is proud of all of the winners of the 2019 Franchising Gives Back Awards. Shannon Wilburn, our first cover story, was the Gold Winner of the Impact and Innovation Award. Congratulations to you all!
Spirit of Franchising Award The Rose Group dba Applebee’s Bar and Grill / Gold Winner Captain D’s / Silver Winner
Enduring Impact Award SONIC Drive-In / Gold Winner BMW Management (Franchisees of Sizzler) / Silver Winner
Support Our Veterans Award Sport Clips / Gold Winner Wag N’ Wash / Silver Winner
Innovation and Impact Award Just Between Friends / Gold Winner Wayback Burgers / Silver Winner
Goldfish Swim Schools / Gold Winner Premium Service Brands / Silver Winner The Newcomer Award
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