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MARKETING

Music To Their Ears

A mail-order company promotes non-profit organizations in its catalog.
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AUGUST 1989

Leib Ostrow, CEO of Music for Little People, in Redway, Calif., says he has found a way to increase sales, get favorable publicity, and attract dedicated and like-minded employees. Ostrow promotes nonprofit organizations "that provide help to the planet" in his mail-order catalog of cassettes, videotapes, and musical instruments for children.

Customer feedback has been "100-to-1 in favor," Ostrow says. And for at least 3 of the 12 nonprofit groups spotlighted over the past three years, the catalog has been the single most important source of new members.

"These causes are struggling to get started, just like growing businesses. They've had funding cut, and it's up to entrepreneurs to support them," says Ostrow, whose revenues topped $2 million in 1988.




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