Karen Murray

Meet Tammra Granger, Founder, Charlotte Citipass

by Karen Murray

As a child growing up in Toledo, Ohio, Tammra Granger never participated in a school fundraiser—never sold wrapping paper, candy, or magazines like most of her classmates. As the oldest child of a single mom working several jobs, Granger knew there was no extra money at home to buy the fundraising products, and no family members and friends that she could sell to. Consequently, Granger was never able attend field trips or activities that required her to raise or contribute money.

Today, Granger has found a way to help schools, churches, sports teams, and community groups to raise the funds they need to take trips, buy equipment, provide scholarships and build memories. As founder and president of Charlotte Citipass, a locally owned and operated dining and recreational membership, Granger helps merchants showcase their businesses and attract new customers, while helping the community by providing value to fundraising groups.

Founded in April 2001 in Charlotte, North Carolina, and also published through licensing agreements in Raleigh, Nashville, Memphis, and Boston, Charlotte Citipass is a labor of love for Tammra and her husband and business partner, Brian. But it’s taken a recipe of marketing savvy and financial expertise, commitment, and work/life balance to make it a success.

Granger is no stranger to hard work. Growing up in a big family, she often cared for her younger siblings and cousins—great experience for her work as a nanny in exchange for room and board during college. While at the University of Toledo, Granger earned a Bachelor of Business Administration degree while waiting tables to cover tuition and expenses.

An opportunity to sell coupon books in 1992 introduced Granger to fundraising. For the next decade, Granger worked in the industry, selling ads to restaurants and other merchants, fundraising with non-profits—and learning much about what worked well and what didn’t. For example, one book Granger sold signed up advertisers for a two-year commitment. Some merchants became unhappy with the arrangement and as a result, failed to honor coupons from customers.

In 2001, the company that Granger was working for filed bankruptcy. It was then she decided to leave the corporate grind and start her own coupon book business, giving her more time with her son, Alec, then age 2, and more control of her life. But she didn’t imagine that within a year, business would be booming, she’d be expecting her second child, and she’d be in desperate need of another employee. And she certainly didn’t factor in the impact of a successful banker husband who was spending more than half his nights away from home.

Tammra Granger and husband Brian Granger unload boxes of Charlotte Citipass books for a local fundraiser.

The Grangers’ relationship took a 180-degree turn in 2002. It was then Brian Granger decided to leave his lucrative job as a senior vice president at Bank of America and join Tammra in running Charlotte Citipass. “It was both the toughest and best business decision I made,” said Granger. “Brian was doing very well, but we had no time together as a family, and I needed help with the business.”

There’s a division of responsibilities—Tammra is tenacious and quality-focused, making her the best fit to handle sales and marketing. Brian maintains the finances, provides for customer and client service, and cares for the couple’s children during the afternoon. They share major decisions, but generally defer to the one with more knowledge of a particular area when conflicts arise.

What they enjoy most is helping nonprofits meet their fundraising goals. Groups keep a percentage of sales, earning $10–$12.50 of each $25 book sold, and there’s no minimum. While most groups sell several hundred books, some groups have sold as few as ten. Any unsold books are simply returned. For most organizations, Charlotte Citipass is an easy sell to customers who see value in stretching their dining and entertainment dollars.

“Citipass was so easy to sell and the deals are great. If you use it once or twice, you’ve recouped the $25 cost,” said Marci Mroz, fundraising chairperson for Metrolina Regional Scholars’ Academy, a charter school for highly gifted K–8 students in Charlotte. The school raised more than $15,000 selling Citipass in 2005 and 2006.

A large majority of the 250 restaurants, attractions, and retail establishments included in the book are independent, local businesses. “It’s very satisfying to know that you have helped locally owned merchants successfully market themselves to the community. We are very fortunate to work with most of our non-profits and merchants year after year,” said Granger.

Some of the most valuable experience has Granger gained in the coupon book fundraising industry is that relationships are important. “Many book companies don’t take the time to cultivate relationships. They just sign up a merchant, or drop off books for a group to sell, and that’s it. We structured Citipass differently. We give merchants flexibility in their offers and the ability to showcase their business in a high-quality book. We seek out family-friendly businesses willing to extend desirable offers to attract new customers. And we personally support our merchants by patronizing their businesses (not using Citipass coupons),” said Granger.

The Grangers take the same personal interest in their fundraising groups. “Each group is unique, and we work with them to maximize what will work best for their particular situation. We take a very active role to insure the best results possible,” said Granger. For example, they hold a book “pick up” party each year, sponsored by Salsarita's restaurant, to build a joint commitment and sense of teamwork with their fundraising groups.

While Charlotte Citipass has exceeded expectations, Granger doesn’t measure her success by numbers of books sold or how much money is in the bank account. “I use a personal happiness meter. At the end of a year, I ask myself: Did I enjoy my year? Was I able to spend quality time with the kids and other passions? Are we poised to be able to maintain that for the future?” said Granger.

The desire for work/life balance that inspired Charlotte Citipass remains a priority today. The Grangers work in their basement office and leave work downstairs when the day is done. The business phone doesn’t get answered in the evenings. The couple makes time for date nights, tennis, travel and “hanging out” with their children, Alec, 7, and Jackie, 4.

The Grangers also talk about how major life decisions—such a buying a new home—would affect how much additional time they would need to devote to the business and take away from their family.

Currently the Grangers are focusing on building the Charlotte market while helping their licensees to do the same. Someday, they’d like to build Citipass to a point where they could sell the business—perhaps to another enterprising young couple—and use their time and money to give back to the community and travel with their children to broaden their exposure to new cultures.

Alec Granger is already learning the importance of fundraising and giving back. He “helps” his mom with the business by sorting receipts and counting books. Shortly before Christmas, he asked his parents if he could forego presents and sell Charlotte Citipass books to raise money for children in Africa who didn’t have enough to eat. Family and friends quickly rallied to support Alec’s cause and made a generous donation in his honor.

It’s those kinds of lessons that Charlotte Citipass had allowed Tammra Granger to learn, and teach her children.

“We work smart, over-deliver on what we promise, and follow the Golden Rule. Charlotte Citipass has allowed us to do something we enjoy, while keeping our personal commitments in the right perspective,” said Granger.

For more information, call 704-553-0890 or visit www.charlottecitipass.com.