According to the SMG group, the aggregate income of people with disabilities tops $1 trillion. This includes $220 billion in discretionary income. Here are a few tips on how to best market to the diverse individuals comprising the disability community:

1. Include people with disabilities in the earliest planning and development phase of the service or product.

• Strive to have people with different disabilities represented: one size does not fit all! Individuals who are blind, deaf, developmentally delayed or use a wheelchair, all face different issues and can provide valuable insight.
• Create advisory committees including people with disabilities to evaluate company-wide accommodations, facilities, and adaptive devices.
• Support community efforts to promote full inclusion of people with disabilities in all aspects of the community. This provides the opportunity to link your brand in a more global manner.
• Ensure that your organization has aggressive recruiting and employment policies for people with disabilities.
• Remember that for every person with a disability, there are several friends and family members sensitive to the issues of inclusion: these people also need products and services.

2. Include people with disabilities in the general marketing and advertising materials.

• Be sure to use people with various disabilities as models and actors.
• Include language which specifically addresses the needs of individuals with disabilities. (Example:  The World Institute on Disability is wheelchair accessible, and provides reasonable accommodations such as sign language interpreters and materials in alternative formats upon request).
• Include current assistive devices and technologies used by people with disabilities.
• Show examples of accommodating specific and varying disability needs. (Sign language interpreters, Braille materials, accessible counters or workstations.)
• Target publications, websites and conferences which serve people with disabilities.
• Develop relationships with national disability organizations to promote brand awareness.

3. Physical and programmatic access

• All employees must be equipped to effectively serve people with disabilities.
• Customer service training should include a component of disability awareness training.
• Ensure that your facilities meet current accessibility guidelines.
• Strive for universal design in physical locations.  Remember: this will benefit people with disabilities, the elderly and individuals with temporary impairments.
• Provide information and publications in alternative formats such as large print, Braille, and electronic text.
• Invite diverse representatives from the disability community to review your programs and facilities. Ask for direct feedback and suggestions for how to improve access.
• Be sure to include disability awareness in annual diversity trainings.
• Ensure that your web site, tools and internet products are accessible to people with disabilities.

The World Institute on Disability's Access to Assets Program (ATA) provides technical assistance and outreach involving all aspects of the financial and asset building experience for persons with disabilities. Services include:

• Nationally recognized disability awareness training
• Comprehensive educational trainings for the financial and asset building communities
• Technical assistance for disability organizations interested in asset building programs

For Training and Technical Assistance, contact: Thomas Foley, tom@wid.org 1.866.723.1201