Posted on: Tuesday, February 10, 2004

EDITORIAL
License-plate program needs wider exposure

Who knew you could buy a special license plate to support your favorite charity? Obviously some did, or nonprofits enrolled in a county-administered program to raise donations via special license plates wouldn't have raked in $55,000 last year.

But as Advertiser transportation writer Mike Leidemann reports, most of the money went to a handful of nonprofits that aggressively marketed the program, such as Bishop Museum, the Hono-lulu Fire Department's Firemen's Fund and the Hawai'i Alliance for Arts Education.

Other organizations, such as the Boys & Girls Club of Hawai'i, which sold only 11 license plates featuring their club logo, didn't even make enough to break even after paying the program's startup costs.

For $30.50 for the first year and $20 a year after that, donors get an attractive license plate that represents the organization.

Obviously, not every nonprofit can afford a sophisticated marketing and promotions effort. That's why we suggest that the city help publicize the program.

As it is, the program has not been widely publicized, although city spokeswoman Carol Costa says the word is getting out and its popularity has increased in the three years since the Legislature created it.

Costa says it's not the city's responsibility to publicize the program. Regulations call for participants to meet such minimum requirements as presenting a list of at least 150 members who mean to purchase the license plates, and taking care of the marketing.

But since the city collects the money and distributes the license plates and decals, we cannot see why it can't also distribute a brochure advertising the option to vehicle owners.

For example, why not insert a list of the nonprofit organizations offering special license plates in the vehicle registration renewal forms or drivers license renewal reminders sent in the mail?

Or, if that's as costly or legally questionable as Costa suggests, the brochure advertising the program and its participants could be distributed at satellite city halls where the license plates are available for purchase.

Organizations enrolled in the program could pay for the design and printing of the brochure.

What we're saying is, this is a promising fund-raising program that could benefit from wider promotion. To make it succeed for the smaller-but-no-less-worthy nonprofits, those involved are going to have to start thinking outside the box.