This is the second in a series of interviews in which Billboards for Education founder Matt Richman talks about starting, running and selling his out of home company.  Last week Matt talked about his first digital billboard.  Today he talks about his company’s initiative to support local schools.

Talk about the 10% for education idea.

In graduate school we read this great book which said that the brands that really grow gain a share of heart.  Look at Tom’s Shoes and brands that say if you buy from us we are going to do something good in return.  I was trained to be a teacher, my wife is a teacher now.  I was always passionate about education.  I thought, “the billboard industry doesn’t always have the best reputation.  It can be very cutthroat.  It’s all about a person who launched the company.  What if I could come in a be about a cause.  Give 10% of profits to local schools.”  It was a great success.  We’re about to give more grants soon to finish up.

How much have you given away?

Up to covid we gave around $50,000.  Then covid hit and I didn’t have any cash to give so now that we just sold we’re going to go back and make up for the last few years.

How did you decide what to support?

That was a little tricky.  I happened to have someone that I knew.  A first grade teacher in the local school district.  I told her I’ve never done this before.  She said I have a lot of new English language learners and if we could get iPads it would really help them. So the first grant was to give a classroom set of ipads to help English language learners.  I didn’t want to come in and say I know what you need.  I didn’t just want to write a check.  I wanted to help students from difficult backgrounds without a lot of money.  We did two other grants.  I went through the superintendent of schools and asked if there was anything that you guys are excited about but don’t have money for, and they automatically had a few great ideas.

That must have made you popular in the community.

I didn’t give to schools in order to make more money, however, it led to advertisers and landowners seeking me out to work with me. It was a nice surprise.  The icing on the cake.

To receive a free morning newsletter with each day’s Billboard insider articles email info@billboardinsider.com with the word “Subscribe” in the title.  Our newsletter is free and we don’t sell our subscriber list.

Paid Advertisement