As a non-profit, it can be hard to imagine that money should be spent on promotional merchandise rather than go towards your cause. But, like any organization, a well-crafted PROMO plan can support your goals through what we call the ABCs of PROMO for Non-Profits:  Appreciation, Branding and Cash (Fundraising).

There's a reason why top for-profit organizations use promotional products as part of their marketing and employee engagement strategies, they work!  And you don't have to have a big budget to be able to effectively use PROMO for your organization.

Appreciation

Most Non-Profit organizations rely heavily on volunteers and donors. And you know what, your supporters are proud of you and WANT to tell others about your organization.  Putting your brand in their hands helps communicate their support of your organization and has the potential to open dialogue within their social and professional circles, attracting other volunteers and donors.

Appreciation gifts don’t have to be expensive, there are many great items under $5 like tote bags, lanyards or notepads that can showcase your brand and help supporters share your messaging.  And a small token can go a long way - people are 20% more likely to talk about something they got for free and 75% of millennials are more likely to spend money after receiving a free giveaway.

Branding

When you’re looking to keep your organization top of mind for potential donors, ensure potential recipients of your services know about you or help educate the public about your cause, promotional products are one of the most cost-effective forms of advertising available. 

When considering advertising, it's all about the cost-per-impression (CPI).  It's the amount of money spent to get one view of the item.  For example, if a travel mug costs $14 and gets 1,400 impressions over its lifespan, the cost per impression is only $0.01.  Pens and tote bags have some of the lowest CPI and are an economical way to get started.

PROMO puts your brand (and messaging) in their hands and creates meaningful engagement and long-lasting connections. 89% of recipients of branded products will remember the name of an organization who gave them branded products up to two years later and when they no longer want the item, 63% will pass along the product to someone else.

With the variety of PROMO products available, it's easy to find a great product that reinforces your brand and also provides great messaging opportunities.

Cash (Fundraising)

You don’t always have to give it away. PROMO provides great fundraising opportunities for non-profit organizations.  Products that support social causes are very popular with today’s consumers and can provide additional revenue to support programs and services.  A study found that 41% will buy a product from a gift shop because it's associated with a cause or issue.

People often think of apparel - t-shirts, hoodies and hats - but there are many unique product ideas that can help raise funds.  PROMO fundraisers can be done as stand-alone campaigns or in conjunction with an event or other promotion.  Who among us doesn't purchase the concert t-shirt or collector item from a significant event we have attended?

Many organizations worry about the risk of purchasing PROMO for resale.  They may not have the funds to purchase upfront and may worry about items not selling.  The goods news is that there are now different types of online store platforms that provide the opportunity to pre-sell items so that you only have to produce to actual sales. And, if you have an ongoing PROMO fundraising strategy, profits from initial sales can provide seed funding for future orders.

PRO(MO) Tips for Non-Profits

At SJA Promo, we have lots of experience working with non-profits to help create great PROMO and raise money.  In 2021, we helped local organizations raise over $25,000 through a number of fundraising projects - from online stores to partnerships with other community minded organizations.  Along the way, we've learned a lot!

• Have a PROMO strategy.  You can be successful with a fundraising project here and there but the organizations that are the most successful, have an ongoing strategy around their PROMO fundraising projects. For example, one organization keeps their merchandise fundraising separate and always reinvests a portion of their sales to the creation of future products.  This way, they can maintain stock of promotional merchandise without having to "find" the funding to support it.
• Engage your PROMO supplier in the planning.  (Don't try to do it all yourself.) They work with these products all the time and will not only have unique ideas for you but know how to save money on PROMO and can share these tips with you. Not only do you get their expertise, but they'll also do the legwork for you.  You don't have time to search multiple suppliers to find the right item at the right price, let them do this for you!
• Build PROMO partnerships.  There are lots of co-branding or funding opportunities with PROMO.  For example, if you're hosting an event or have a promotional campaign, consider offering co-branding to local companies to help offset or even cover the cost of creating the materials.  For around $500, a company can sponsor the production of 100 lanyards that show their support for your organization.  For that company, the 100 lanyards will showcase their support more effectively than one photo opportunity when presenting you a $500 cheque. 
• Be creative and have some fun!  We've had our best success with unique and interesting items.  You can do the generic t-shirt with a logo or you can engage a local designer and create a one of a kind piece that someone might purchase in a retail outlet, broadening the number of people who may wish to purchase the item. Find items that complement your brand or cause rather than looking at generic items. Look for trends or emerging issues to find opportunities.

In March, SJA Promo will be hosting workshops for local non-profit groups to help them understand how they can use PROMO to support their goals. The workshops will provide insight into how PROMO products are priced, how to stretch PROMO dollars and share tips from our years of experience producing great PROMO.  Register for a workshop today by emailing lj@sjaPROMO.ca!  You can also find out more about the workshop by clicking here.