Work Smarter, Not Harder for Nonprofitsa
3) Strike a balance. For nonprofits looking to make the most of a chosen promotion, using dual-function items typically is the best way to go. “Promotional products that … [are] useful and [become] part of the recipient’s daily life over time are most effective,” Welborne said. He cited examples such as pens, coffee mugs or commuter cups as those which can provide continuous brand reinforcement over a long period of time.
4) Control expenses. Cutting corners where applicable (and where it won’t hurt the campaign as a whole), means more than simple business savvy when working with a nonprofit. “With The Smile Train, as with all of WorkflowOne’s nonprofit and charitable clients, every dollar they save on their brand-related spend[ing] is a dollar that can be directed back to their cause,” said Welborne. In WorkflowOne’s case, these savings were used to provide cleft-palate surgery to approximately 6,400 children in developing countries.
To that end, Shorma advised, nonprofits should shy away from giving expensive items. She also offered a potential solution for stretching funds: “If you can get banks or ‘big business’ to
co-brand with a nonprofit and pay for all or part of a
product, that helps.”
5) Move online. Both WorkflowOne and American Solutions for Business are moving to the Web to help their fundraising clients. It is an efficient way to keep track of things such as color and sizing for apparel promotions, said Shorma.
WorkflowOne developed an e-commerce site for the American Cancer Society of New York and New Jersey called The Hope Shop, said Welborne. “The site’s products include T-shirts, bracelets, journals, candles and more. All are branded to support one of four different cancer causes, a
concept that allows shoppers to select
merchandise that supports their interests or those of the person who will receive their gift,” he added.