In The Spotlight
“Most corporations need to give money each year to charity,” said Fisher. These companies will generally have a budget set aside for charity work and fundraisers, which opens a huge door for distributors. If a corporation is going to donate money or products to a charitable cause, it makes sense it would want to promote its
company as well.
Nearly every charitable event or fundraiser has an assortment of promotional items for volunteers, donors and participants. Gallagher said the variety of products ranges from very high-end merchandise used for silent auctions or large donor incentives and gifts, to small, inexpensive items used to raise awareness.
To effectively promote non-profits, certain care must be exerted to find an appropriate product, one that will promote both the cause and the organization. According to Fisher, “Charities look for promotional products that generate a positive impact on the mission of the charity and generate additional value for the customer, including education, goodwill and financial [support].”
Gallagher pointed out that these organizations generally stress utility in their promotions. As an example she noted a promotion run by Mothers Against Drunk Driving (MADD) on college campuses. The organization gives away keychain quarter holders with the MADD logo and a quarter to motivate people to call a taxi after a night of drinking. “Almost every year we’ve had an order from MADD on that keychain,” said Gallagher.
Non-profit and fundraising organizations need the marketing know-how effective promotions distributors can offer. As they are brought to the public spotlight, these organizations draw more from donors and can better support their causes. It is, in the end, still a worthy cause. With a little effort, any distributor can become a superstar of the fundraising world.
*Source: National Center for Charitable Statistics