Just like organizations in any other sector, nonprofits mean business. The bottom line for nonprofits may not be shareholder returns or stock prices, but their focus on social good means bringing in money and support is a high priority every day.
Volunteers bring in an average of $24 for every hour they donate, and nonprofits generate $64.6 billion in annual revenues in Washington alone. The nonprofit sector is the third-largest workforce sector in the country after manufacturing and retail. Nonprofits employ over 11 million people across the U.S. and make up nearly 10% of the workforce in Washington State.
In other words, every nonprofit has many stakeholders, and each is doing its part to advance the vision. Integrated print products can help nonprofits create a professional brand that appeals to their ideal donors, supports volunteers in their efforts, and rallies employees behind the mission.
Here are just a few ways nonprofits can use print to their advantage.
Direct mail appeals (to everyone).
Direct mail continues to be opened at a much higher rate than email, and personalized direct mail is even more powerful. With variable data printing, you can make a big impact before the donor even opens the envelope or flips over the postcard.
If a donor has given previously, thank them on the outside of the envelope for being a supporter—or refer to something like their support has provided.
For example, if a donor has given $10 per month for 12 months to a food pantry, let them know they provided meals for a family of five all year—on the outside of the envelope. On the inside, let them know how their increased donation could benefit even more people. You could also use this technique on two sides of a postcard.
Direct mail can also be a powerful motivator for past volunteers. People like knowing they’ve been missed and are remembered for their generosity. Reaching out and sharing how they have contributed to a common cause lets them know you value their time and encourages them to volunteer again.
The long read is back.
Personalized content coupled with the extended tactile experience of a magazine or annual report can have a catalyzing effect.
Nonprofits are required to publish annual reports. Specific information must be made available to stakeholders in an accessible format each year. But the sky is the limit when it comes to additional content that wows, engages, and leaves a lasting impression on stakeholders.
- Tell a compelling story. In fact, tell as many as you can. The beauty of nonprofit work is that it’s changing lives. So tell these life-changing stories in your annual reports to showcase the critical work your volunteers and donors are making possible.
- Invest in photography. Writers may protest, but a picture is still worth 1,000 words. Prioritize photography at events and programs throughout the year to paint a realistic picture of how far your dollars are going and where the gaps are.
- Go big. Magazines and publications with compelling content tend to stay around the house for a long time and be read by more people. Turn your annual report into a magazine that stakeholders look forward to all year long. By using a high-efficiency quality commercial printer like Consolidated Press, you’ll use your resources wisely, while projecting abundance and confidence.
- Integrate with online components. Print and online products exponentially increase each other’s impact. Use QR codes to link to video presentations, podcasts, or online fundraisers in your annual report. Direct people to expanded photo galleries and transcripts of the interviews for the stories you included. People are used to online transactions – give them an easy way to connect and act immediately.
Nonprofits are truly the bedrock of social good in the Pacific Northwest. Showcase your programming and engage your beneficiaries, employees, and volunteers with meaningful print products like reports, signage, direct mail, and brochures that tell your story.
With our efficient presses and responsive staff, we can help you steward your resources while creating stunning print products that convert. Let us help you crush your goals—reach out today!