Merchants deal from a new deck

Mary Paramore
HBL Associate Editor
10/23/09

Kelly Levine, left, hopes sales from Harford Best Cards will help the county's non-profits generate much needed funds. While delivering 1,000 decks to Chesapeake Therapeutic Riding Executive Director Cathy Schmidt, she said that, so far, ten county non-profits are selling the cards in their inaugural year. Sally the pony thought eating the cards might be a good idea.

Harford County entrepreneur Kelly Levine has taken the tried and true coupon book fund-raiser idea and tweaked it to reflect the demands of the 21st century consumer -- a search-engine-savvy skeptic who demands streamlined delivery, convenience, instant gratification and genuine bargains.

The original concept: Solicit area merchants to offer discounts that will be bundled together in a coupon book. Persuade area non-profits to sell the books in exchange for a percentage of the revenue. Merchants benefit through increased traffic, non-profits raise money and organizers earn income for bringing everyone together and coordinating production of the coupon book.

The concept works. Levine's husband, Paul, along with a few partners, produced the Harford County Best Book in the early 2000's, before moving on to other pursuits. 

But the books are usually big, bulky and soon forgotten under car seats or left at home when purchasing decisions are made. Merchant offers included in such books are minimal and rarely enticing enough for consumers to leave home to use them.

The new concept fixes those flaws. Levine decided to print the coupon book as a deck of playing cards.  Noting consumers can easily keep them in their purse or their car’s glove box, Levine said, “The deck of cards is much easier to carry around. And it’s fun.”

A deck of traditional playing cards includes 52 suited cards, a couple of joker cards and perhaps a rule card or two. Levine is forced by the format to limit merchant participation. The result? With one offer per card, and a deck box that holds only about 55 cards, a coupon book’s gazillion marginal offers are reduced to no more than about 55 very good offers in a Harford Best Cards deck.

“I asked all interested merchants to give us their very best discounts and deals. I did turn down merchants,” she said. “There are fewer offers, but they are better offers.”

The Harford Best Cards format and the resulting exclusivity are expected to help non-profits that sell the decks.  Chesapeake Therapeutic Riding (CTR) is one of those non-profits. After Levine shared the concept with CTR’s fundraising committee, the group ordered 1,000 decks to sell for $20 each.

“We have the opportunity to raise $10,000 before the end of 2009,” CTR Executive Director Cathy Schmidt said. “For us, it was a no-brainer. This will build our reserve to get through the winter. Horses eat twice a day, lessons or not.”

Participating non-profits earn between $5 and $10 for each deck sold. Selling the cards in their inaugual year are the Cedar Lane Foundation, CTR, Harford County Association of Realtors, Harford County Humane Society, SARC and St. Matthews Preschool. Some merchants whose offers are included in the deck also are selling the Harford Best Cards. Some are even donating their profits to their favorite charities.

McShane’s Gourmet Coffee, Food and Gifts has their very best deals featured on the king of diamonds card in the 2009 Harford Best Cards deck. Dan McShane, who owns the business with wife Marcia, also is selling the cards in their store on Rt. 22, across from Harford Community College.

He said, “I absolutely love them. I’ve been a purchaser of the Entertainment Book for a long time and the problem is it is all over the place. Baltimore, Ocean City…The concept that this is all Harford County and only Harford County is brilliant.”

Levine delivered the decks to merchants and non-profits Oct. 19. Just two days later, McShane said, “Sales are off to a good start. Everybody is receptive. People think they are a good gift idea.”

Levine, a former Bel Air dental hygienist, has four business sponsors who helped underwrite the cards in their inaugural year: Plaza Ford; North Baltimore Dermatology/Advanced Dermatology of Bel Air; Mark Dardozzi/RainSoft, and Prize WebWorks, Inc.

Levine also has a couple of partners who are helping during her foray into sales and marketing. She said, “We are copyrighted. We plan on going to other areas, next year or maybe the next.”

Levine said there is still time for non-profits to sign on to sell Harford Best Cards this year. She said she is already working on next year’s deck and encourages interested merchants to contact her through klevinebestcards@comcast.net or through the Web site at www.harfordbestcards.com.