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Have you ever heard something like this in the breakroom? “That compliance officer is such an @##, we were trying to raise money for a charity and he said ‘No.’” Compliance isn’t saying “No” to raising money for charity, but IS trying to protect the bank from liability if it were to break the law – even for a good cause. Sometimes what sounds like a good idea to raise funds for a charity or bring in new deposits involves a sweepstakes, a contest, or a lottery. What’s the difference? There are differences, and you need to know what they are, to protect the bank as marketing, compliance and management brainstorm ideas to build the deposit portfolio and be a good corporate citizen:
- Is the American Savings Promotion Act going to allow a lottery for marketing?
- Your marketing department will have suggestions, but compliance needs to know how to make those ideas work to attract the new customers while staying out of trouble with regulators.
- Should you consider a contest or a drawing?
- Maybe a sweepstakes or lottery will entice them?
- You could easily get the word out on social media, so what’s the big deal?
- Why not build interest in the bank and build employee support with a contest?
- Are the rules different for an employee-only raffle that is used to build excitement and sales?
As the pressure to attract new customers intensifies, bankers are often tempted to try new sales techniques to capture market share. Should your bank be advertising on Facebook, Twitter or other social media? It is easy to get on these social media sites, but how do you manage them? Remember that regulators don’t ignore social media when checking your bank’s compliance. What can and can't you do on these sites, and what controls need to be in place to keep everyone happy?
Consider this scenario: To attract new customers to a newly opened branch, marketing has proposed to have every new account entered into a drawing for a fabulous vacation trip. For the first time, the bank will also advertise on Facebook and Twitter to get the word out and to get feedback from new customers. They'll be like testimonials. And the compliance officer will be pulled in six different directions trying to keep things under control. Do you know what needs to be done?
Attend this BOL Learning Connect webinar to find out about:
- How state and federal rules affect promotional sweepstakes and other contests including the new, underutilized American Savings Promotion Act
- How far your bank can go with lotteries
- IRS reporting requirements for winning customers
- The pros and cons of being on Facebook, Twitter and other social networking sites.
The rules are complex. You can't get away with just anything someone dreams up. Your advertisements are viewed daily by customers, lawyers, your competition, and even regulators. Your ads on the Web can live on forever. This program is designed for anyone involved in the planning, execution, and review of contests, sweepstakes, and many fund-raising activities that only serve a good purpose.
Find out how to help your marketing department craft campaigns that accomplish their goals without violating the rules.
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