The nonprofit sector is a perennial favorite in the promotional products industry, ranking behind only healthcare, education and government in the list of most profitable markets in ASI’s State of the Industry. Emerging trends suggest that its success is here to stay.

Nonprofits might not be the first thing you think of when it comes to technological innovation, but enhanced digital experiences and a tech-savvy audience has led to lots of opportunity. And with an increased social consciousness and fast access to news and trends, it’s easier than ever to learn about the causes that are important to us, and equally simple to donate with just a click of a button. There was a surge of first-time donors to nonprofit organizations in 2021, with small-dollar donors contributing three times more often than pre-pandemic records. Even when the economy remained stagnant, overall giving grew by an incredible 4%.

Now that we know there’s a vast need in nonprofit, let’s take a look at some of the promotional products that can best fit their charitable needs:

• Apparel – A nonprofit organization’s #1 goal is the spread awareness, and few items have proven better at accomplishing this than branded apparel. T-shirts are an obvious solution for any organization, as their long shelf life guarantees huge brand exposure. Apparel choices can be customized to the type of event your clients are hosting, including charity runs (performance apparel/athletic gear), golf tournaments (polo shirts, hats), seasonal events (beanies, gloves, sunglasses, beach hats) and so much more.
• Tote Bags – Fundraising and tote bags go hand in hand. Attendees often leave charity events with more than what they came with (paperwork/literature, promo gifts, auction wins), and giving them a branded bag to carry everything makes a lasting impression.
• Tumblers – When catering to events with a large, varied audience like school fundraisers, sporting events and community engagement functions, it’s best to secure popular products with multiple uses like reusable tumblers.
• Lanyards – Especially useful for functions that require tickets, badges or other forms of credentials, lanyards are an easy fit for any event.
• Tents and Banners – For outdoor events like street fairs and festivals, your clients will need branded booths/tents/signage to attract passersby.
• Safety Items – Products like hand sanitizer were a popular choice for charity 5K runs even before the pandemic, and it’s now become expected in any event gift bag, along with touchless tools and mini first-aid kits.
• Bundles – Nonprofit bundles pair wonderfully with the aforementioned tote bags, and since there’s a large variety of promos to choose from in this space, you can mix-and-match to your liking depending on the theme of the event.

Present a Marketing Plan
A big reason for the increase in small-dollar donors is due to the action taken by millennials and Gen Z, so it makes sense to focus your marketing plans on the needs of these growing demos through an increased focus on the digital space and social media marketing.

One of the biggest nonprofit success stories in recent years was the #IceBucketChallenge, a viral social media challenge that raised over $200 million for ALS research. It showed the power of easily digestible content and virality of a great idea, and while your contest probably won’t reach worldwide levels of fame, it’s a great way to make an emotional connection with your audience.

Another trend that’s on the rise is user-generated content, which is especially effective for nonprofits to share audience stories of their personal experiences with an organization. This can be accomplished with a social media hashtag, community blog or shared message board.

By incorporating a few newer digital strategies into your well-rounded marketing plan, you’ll broaden your reach and foster organic growth.

When to Reach Out to Prospects
The majority of charity events happen in the spring and summer to accommodate for  races, sporting events and other outdoor gatherings, so make sure you reach out with a comprehensive plan on how to market these events early in Q1. K-12 and universities like to start the school year off strong with lots of events in the fall, and it’s important to reach out similarly early (about 3-4 months out). Perhaps most importantly, it’s a good idea to keep these lines of communication open all year, as the nonprofit sector works harder than nearly anyone. Building strong connections and trustworthy business relationships will put your number of speed-dial year-round.

Questions to Ask
Here are a few things to ask potential partners when inquiring about their promo needs:

• How do you currently market your organization?
• How are you meeting your apparel needs?
• What type of events do you put on throughout the year?
• What kind of giveaway items do you like to bundle for your events?
• How active is your social media presence?

Checklist: Important Events to Consider
Be sure to ask prospects about what promos they need for these events:

• 5K/fun runs
• Hackathons
• Golf outings
• Sporting events
• Concerts
• School bake sales
• Fashion shows/art exhibits
• Silent auctions

 Tell us about your experience with nonprofits on our Facebook group!

 

[Sources]
“Nonprofit Marketing + Fundraising Trends for 2022.” Hubspot