Nonprofits By The Numbers
Of the nearly 1.6 million nonprofits, there are approximately …
• One million public charities
• 120,000 private foundations
• 112,000 civic leagues, social welfare organizations, etc.
• 78,000 fraternal societies
• 73,000 business leagues, chambers of commerce, etc.
• 57,000 social and recreational clubs
• 56,000 labor, agricultural and horticultural organizations
• 43,000 other nonprofits
• 35,000 organizations of war veterans
Source: National Center For Charitable Statistics
26.3: Percent of Americans over the age of 16 who volunteered in 2010
$290.9 billion: Amount of charitable contributions by individuals, foundations and corporations
Source: National Center For Charitable Statistics
24: Percent of nonprofits with written, approved marketing plans in 2012
59: Percent with informal notes not formally approved by leadership
7: Percent that will repeat 2011’s marketing efforts
Spreading The Word
Nonprofits have declared their preferred communication channels. Use these findings to weave promotional products into the mix.
Very Important Somewhat Important Less Important
Websites 68% 25% 1%
E-Newsletters 67% 22% 1%
Direct Mail 38% 29% 9%
In-Person Events 38% 28% 4%
Facebook 31% 49% 3%
Media Relations 28% 29% 6%
Blogs 9% 18% 20%
Videos 6% 24% 12%
Twitter 5% 29% 22%
Paid Advertising 5% 12% 48%
Phone Calls 5% 14% 34%
Photo Sharing 1% 5% 30%
Podcasts 1% 3% 49%
Texts 1% 3% 57%
Six No-Fail Ways To Win With Nonprofits
Lisa Greyhill and Pat Fisher
1. Forget cold-calling. “It’s so difficult. Instead, go straight to the director of development. Tell them who you are, what you do and how they can benefit with your program,” advises Pat Fisher, vice president of Porter Ranch, California-based supplier A to Z Worldwide (UPIC: A515149).
2. Capitalize on cities’ schedules of events. “If you see there’s a 5K in three months, you know they’ll need t-shirts or something. Every nonprofit needs promotional items,” Fisher says.
3. Prove your worth. “[Nonprofits] would love to make you work for free. We must make them aware that we’re a business—not an entity that has the funds and backing to give things away. The products are of value to them, but they must value the service we provide,” says Lisa Greyhill, owner of Westmont, Illinois-based distributor Grey Hill & Associates (UPIC: Greyhill). “If you’re not confident you provide value, get out of the nonprofit industry.”
4. Try cause-related marketing. “It doesn’t cost the nonprofit anything out of its budget. The nonprofit finds a corporation or small business to donate money for the item, and they both get a marketing value from this,” says Fisher.
5. Come to terms with smaller profit margins. “You have to know you won’t make as much money, but if you sell smart, there’s still money to be made,” Fisher says.
6. Take a genuine interest in the cause. “If you’re able to build a relationship, it has to come from your heart,” Greyhill says. “We became successful by becoming part of an organization and showing we care about what they’re doing—we weren’t just interested in providing them with promotional items.”
A Quick-Start Guide To Working With Nonprofits
By Pat Fisher
If working with nonprofits is new to you, start off with a charity you are passionate about. It’s a way to merge your profit center with your passion center and build business that mirrors your personal values, beliefs and integrity. Passion is the key. If you really believe in the cause and product, the authenticity will be seen. Below are a few suggestions to consider before your initial meeting with the charity.
Review the charity’s website and social media presence. What’s their mission? What do they fund? Do they sell items on their website? Do they seek funding via internet, Facebook or Twitter?
Determine the best person to speak with regarding promotional items. Start with the executive, director, director of development, or event or volunteer coordinator.
Do they have a volunteer group?
Do they have direct-mail campaigns?
What products would best fit their mission and philosophy?
How many people do they serve?
What fundraisers or events are coming up? How many people do they expect? Have they given out gift bags or promotional items during events?
What promotional products have they ordered before and for what use?
What other marketing materials are integrated with public relations?
What’s their budget?
Are they interested in partnering with a corporation for cause-related corporate gifts or social marketing?
Pat Fisher is vice president of Porter Ranch, California-based supplier A to Z Worldwide (UPIC: A515149).
Want to secure a nonprofit’s marketing dollars? Pitch products that support their mission.
Clockwise from top left
Get a message to the masses with Ad Bands®, printed rubber bands that can be worn by supporters or distributed to 5K participants. They’re offered in a full palette of colors.
Ad Bands UPIC: ALLI0001 877-841-6881 www.ad-bands.com
The Hampton Insulated Tote makes a perfect gift at fundraising events. Features include two fully insulated compartments, a front slip pocket and side mesh pocket for bonus storage.
Southern Plus UPIC: southpls 800-241-7107 www.southernplus.com
Use the Brewzkey™ Black, a stainless-steel, key-shaped bottle opener, to share a nonprofit’s key points. Think organizations such as the Brewers Association or Habitat For Humanity (which happens to be Brewzkey’s corporate charity).
Brewzkey, LLC UPIC: Brewzkey 650-641-8990 www.brewzkey.com
Charities can celebrate their all-star supporters and staff with the Recycled Star Notepad. It boasts a swivel design and packs 60 pages of recycled paper.
Logomark, Inc. UPIC: logomark 800-789-4438 www.logomark.com
Consider the Antimicrobial Origin’L Fabric® mouse pads for nonprofits in the education and healthcare sectors. An antimicrobial additive helps stop the growth of microbes on the pad’s surface.
DIGISPEC UPIC: DIGISPEC 800-873-9133 www.digispec.com