Merchandise programs can be a great way to raise funds and awareness for your nonprofit, but they also require careful planning and execution to engage your donors effectively. In this article, you will learn some tips and best practices for creating and managing a successful merchandise program that aligns with your mission, values, and goals.
The first step in designing a merchandise program is to select the products that best represent your nonprofit and appeal to your donors. You want to choose items that are relevant, useful, and high-quality, as well as affordable and easy to produce and distribute. You also want to make sure that your products are consistent with your brand identity and message, and that they showcase your impact and value proposition. For example, if your nonprofit works on environmental issues, you might opt for eco-friendly or recycled products, or items that promote conservation or sustainability.
Aligning beliefs with a brand is a common inclination. Providing merchandise that allows individuals to proudly exhibit their association with your organization and mission is a powerful way to strengthen their commitment to your cause and expand your brand's visibility. While this might seem easier for well-known nonprofits and universities, smaller nonprofits can achieve this by crafting compelling designs and tag lines and choosing engaging logos and imagery. Don't forget to mention that a portion of each purchase supports your mission so that your buyer feels connected to the impact of our mission.
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The second step in engaging your donors in a merchandise program is to create a compelling story that connects your products to your cause and your donors' interests. You want to show your donors how their purchase or donation supports your mission and makes a difference in the lives of the people or communities you serve. You also want to highlight the benefits and features of your products, and how they can enhance your donors' experience or satisfaction. For example, if your nonprofit provides education to children in need, you might tell a story of how a backpack or a book can help a child learn and grow, or how a t-shirt or a mug can remind your donors of the impact they have.
Story is everything ! Our agency has been using Donald Miller's Story Brand Framework for a decade internally and with our clients. It is simple, scalable and successful.
Feature real-life stories and testimonials from those directly impacted by your nonprofit's work can deepen the connection between the product and the cause, making the purchase feel more meaningful to the donor. Also, consider leveraging multimedia elements in your storytelling. A short video or a series of photos showing the positive impact of the donations can be very powerful. These visual elements can make the story more relatable and memorable, thereby enhancing the emotional appeal of your merchandise.
The third step in engaging your donors in a merchandise program is to promote your program effectively through various channels and platforms. You want to reach out to your existing donors and supporters, as well as potential new ones, and invite them to participate in your program. You can use email, social media, website, blog, newsletter, or other methods to communicate your program's goals, benefits, and incentives, and to showcase your products and stories. You also want to create a sense of urgency and excitement, and to encourage your donors to share your program with their friends and networks. For example, you might offer discounts, free shipping, or gifts for early or large orders, or create a hashtag or a challenge for your donors to spread the word.
Social social social. Do the basics ... but then go deep into the social network niche's . It is here where you will find golden nuggets of passion and promotion. For example ... even though you may think your brand's audience doesn't belong on certain platforms - know that your audience is related to that audience. Dive into: Reddit, Pinterest, Discord, X, BeReal etc ..
The fourth step in engaging your donors in a merchandise program is to manage your program efficiently and professionally. You want to ensure that your program runs smoothly and meets your donors' expectations and needs. You need to have a reliable and secure system for processing orders, payments, and receipts, as well as for tracking inventory, shipping, and delivery. You also need to have a clear and responsive customer service and feedback mechanism, as well as a way to measure and evaluate your program's performance and impact. For example, you might use an online platform or a software tool to manage your program, or partner with a vendor or a service provider that can handle the logistics for you.
The fifth step in engaging your donors in a merchandise program is to thank your donors sincerely and personally for their support and involvement. You want to show your donors that you appreciate their contribution and that you value their relationship with your nonprofit. You can send them a thank you note, email, card, or video, or call them to express your gratitude and recognition. You can also share with them the results and outcomes of your program, and how their purchase or donation made a difference. For example, you might send them a photo or a story of the people or communities that benefited from your program, or invite them to join a webinar or an event to celebrate your program's success.
The sixth and final step in engaging your donors in a merchandise program is to engage your donors continuously and build long-term loyalty and trust. You want to keep your donors informed and involved in your nonprofit's activities and achievements, and to offer them more opportunities and ways to support your cause and your mission. You can invite them to join your mailing list, follow your social media accounts, subscribe to your blog or newsletter, or sign up for your events or programs. You can also ask them for their feedback, suggestions, or testimonials, or invite them to become ambassadors or advocates for your nonprofit. For example, you might ask them to write a review or a testimonial for your products or program, or to share their stories or photos of using your products or supporting your cause.