Develop an SOP template for disaster relief and fundraising promos

When Restaurant Partners Management, LLC, Grand Rapids, Mich., wanted to give back to the restaurant community by supporting disaster relief in the wake of Hurricane Helene, the company developed, planned and executed a fundraising promotion in a matter of a few days with the help of an SOP document. 

With 21 restaurants under 14 different brands, Restaurant Partners needed a quick, easy way to provide restaurant managers and employees step-by-step instructions on how to implement the promotion in their locations. The SOP put all the restaurants on the same page, and helped raise upwards of $7K for the North Carolina Hospitality Workers Relief Fund and Mercy Chefs. 

Setting up a Standard Operating Procedure (SOP) template lets you quickly mobilize for spontaneous situations like disaster relief or charitable fundraising, giving you a fill-in-the-blanks planning guide. Here’s what it should contain.

• Title. Give it a clearly identifiable name that distinguishes it from other projects. 
• ID Code/Number. While not necessary, you may want to add an ID that helps you track and organize fundraisers, promotions, incentive programs, etc.
• Revision date. This indicates when the SOP was last reviewed or updated, so everyone is aware of the latest changes.
• Overview/Summary. Briefly explain the purpose, goal, and expected outcome of the fundraiser or event, and why it’s important. If it’s for disaster relief or charity, say what the money raised will be used for. Look for organizations on the ground that provide the kind of support you’re looking for, whether it’s general disaster victim support (e.g., Red Cross,  GreaterGood), feeding people (World Central Kitchen, FeedingAmerica, MercyChefs) or help for hospitality workers (NC Hospitality Workers Relief Fund). Don’t forget to vet the charity with a resource like the IRS’s  Tax-Exempt Organization Search (TEOS).
• Scope. Define who on staff is involved, the timeframe of the project, and the target audience (e.g., customers, staff, loyalty program members, etc.).
• Responsibilities. Outline who does what, and by when.
• Materials. List all the materials you’ll use to create awareness such as posters, tray liners, check presenters, table tents, bounce-back coupons, buttons for employees to wear, etc. Note how many of each will be printed, when they’ll be delivered, and the time period or dates they should be used. Ask your printer if you can get a break on price or a donation. Include logos and graphics on the SOP to reproduce on any additional items like donation jars on host stands, takeout counters, or next to cash registers.
• Employee communication. Remind employees of key dates in the program through email blasts, texts, online communication boards, and both weekly and pre-shift staff meetings. Note who’s responsible for getting the word out and when. Encourage staff to invite family and friends to participate and share with social media posts.
• Vendor communication. Have managers email vendors to tell them about the fundraiser and encourage their employees and families to dine on the day of the event.
• Public relations. Assign staff members to:

1. post event details on your website
2. write/send email blasts to customer loyalty program members with a special incentive to participate, such as bonus points or free beverage
3. post on social media platforms your restaurant regularly uses
4. distribute a press release to local media outlets, and call television, radio and print news producers/editors to offer them interviews and cover the event itself

• Tracking instructions. Provide a QR code that gives customers access to the charity’s website for direct donations and to receive a tax receipt if it’s available. For cash donations from customers, deposit cash separately and mark deposit slips (and receipts) “Cash Donations for [name of charity].” For the restaurant’s contribution (usually a percentage of sales or profit on the day of the event), set up accounting and POS terminals to automatically record the percentage on transactions, if possible. 
• Event follow-up instructions. Tell staff to leave signage up for three or four days after the event until you tally total donations. Then announce results on posters and any materials you have left with an added note or sticker that says something like, “We raised $X amount!”

By using these tips to create a template, you can fill in an SOP quickly for disaster relief, or to use with multiple types of events and promotions.