Work Smarter, Not Harder for Nonprofitsa

NEED A LESSON in stretching a dollar? Look no further than the nonprofit sector. Because these organizations rely so heavily on the kindness of strangers, each has become adept at making ends meet, not to mention, moving the world with precious few hands on deck.

Despite meager budgets and a lack of
manpower, however, many nonprofits are
seeking outside help to properly position their efforts. According to Daniel Welborne, vice
president, promotional products for Dayton, Ohio-based WorkflowOne, “I will say nonprofits have learned marketing plays a critical role in promoting awareness and generating financial
support for their cause.” For a sector with such inherent financial resourcefulness, promotional
products often can achieve big returns—the items pack a double punch as both thank-you gifts for
benefactors, as well as branded merchandise that can be sold for profit. To get every penny’s worth for a
fundraising promotion, read on for seven tips for
more effective partnerships.

1) Make it meaningful. Philanthropy is a deeply personal thing. Though saving money is
important, high-perceived value is essential when thanking patrons or appealing for donations, noted Rose Shorma, vice president of marketing at American Solutions for Business, Glenwood, Minn. She reported a blood-bank promotion that used a keychain with four seasonal medallions to promote donor retention. “Every time [they] came back to donate blood, a medallion was added … It enticed people to donate blood four times a year, to complete the beautiful keychain,” she said.

2) Consider working in pairs. “Sometimes one needs to ask if a promotional product alone is truly the right marketing vehicle to meet the fundraiser’s goals,” affirmed Welborne. Though the product might be powerful enough on its own, perhaps it could go even further when coupled with a direct-mail campaign, he suggested. “A small amount of extra effort can make a huge
difference in results.”