1. Plan out all the finances in advance and only partner with a reputable rescue group. Do NOT offer to pay all the expenses. A good rescue group should see the value and raise the money for printing costs. The more calendars you print, the cheaper they are per calendar, so set a realistic number and figure the costs up front.
2. Decide where the profits are coming from — will you sell ads in your calendar? sell sponsorships? One page of ads could cover ALL the costs of printing and make calendar sales a lot more profitable. Some groups even sell the positions — so maybe you have a supporter that’s willing to spend $500 to get their dog in the calendar. What would a local merchant pay for an ad in your calendar? Ask them! Then ask them if they would sell the calendars in their shop.
3. Line up plenty of volunteers to help you on shooting day(s). You can easily shoot the whole calendar in one day if you have helpers and a great location with lots of shooting options. This year’s Dachshund calendar (for 2016) was shot on the campus of Southern Methodist University, which gave us lots of variety in one place.
4. Work ahead. Calendars only sell between September and January. Anything you don’t sell before February 1st goes in the recycling bin so shoot now and plan to start selling them early in the fall!
5. Be sure and get a model release signed by every dog owner — you need permission to publish the images. You can google and find a form that works for you. Good luck!