One of the most valuable industries is merchandising. In fact, the retail industry accounted for almost 19% of America’s GDP in 2018. While your nonprofit is, by definition, not a profit-driven organization, you can still leverage this massive market to achieve your fundraising goals and grow your support base.

Custom merchandise sales are a popular and accessible fundraising idea that works for nonprofits of all sizes. Plus, you don’t need to have a background in design to participate. There are thousands of online resources and services that streamline all parts of the process, whether it’s designing your logo, making the merchandise itself, or selling it online. 

You might be enticed by the valuable benefits of branded merchandise to get started right away. However, your nonprofit needs to plan your branded merchandise approach beforehand. 

This guide will help you consider all the important questions you need to answer and follow the right steps to start off on the right foot:

1. Determine your goals.
2. Leverage your brand.
3. Partner with a product fundraising company to do the heavy lifting for you.
4. Figure out the logistics of selling your products.
5. Spread the word.

Whether you want to add a merchandise sale to a school fundraiser or simply incorporate a fundraising web store on your website to pull in consistent support, branded merchandise can help you achieve your larger fundraising goals. Ready to get started with your branded merchandise journey? Let’s get right into it.

Step 1: Determine your goals.

Every experienced fundraiser knows that this should be your very first priority during the campaign planning process. It’s especially important for a branded merchandise fundraiser because you determine your selling strategy ahead of time. Here are some questions that you should answer as part of the goal-setting process:

• How much money do we want to raise?
• What branded merchandise do we want to sell?
• Who do we need to partner with to make our branded merchandise sale happen? 
• What is our budget for creating our merchandise and setting up our sale?
• Will this be an ongoing fundraiser or part of a one-time event?
• How will we spread the word about our sales?

If you’re not sure what merchandise you want to sell, turn to your supporters for help. Create a survey and send it out to your existing donors so that they can “vote” on the items you’re considering. Be sure to combine classic apparel options, such as t-shirts and hats, with unique additions, like branded coupon cards, backpacks, and laptop stickers. ABC Fundraising’s list of fundraising ideas even suggests a branded flip-flop sale! 

Additionally, don’t be afraid to take advice from acquaintances in the business and sales realm. Thinking like a for-profit entity will do you well during this part of the process!

Step 2: Leverage your brand.

Your organization will need to tap into its distinct brand identity to display on your merchandise. 

Your brand is a reflection of who you are as an organization, conveyed in a compelling way to your audience, and can include the following elements:

• Logos or custom icons
• Taglines or slogans 
• Specific color schemes
• Distinct typography 

Your brand will be displayed on your merchandise through graphic designs. If you don’t have graphic design experience, you’re not alone. Fortunately, there are many resources out there to guide you through the creative process.

First, your nonprofit should determine what types of designs you want to include on the merchandise. If you want to create your own, there are affordable online websites and tools to jumpstart your inspiration. Plus, you can use the internet to research designs that inspire you.

However, not every fundraiser has the time or expertise to create graphics on their own. Fortunately, there are graphic designers who can lead the way. It’s best to consult a graphic designer that specifically knows how nonprofits function. That way, you’ll work with artists that know how to create something that inspires your supporters. 

Once you have a few options for graphics and you need to choose between them, it’s time to consult the masses once more! Ask your existing supporters which designs they’d rather buy so that you can cater exactly to their needs. If you want to go the extra mile, you can offer multiple types of graphics on your merchandise so your buyers can pick their favorite.

Step 3: Partner with a product fundraising company to take care of the heavy lifting for you.

Most machines that are necessary for making quality custom products aren’t accessible to nonprofits. That’s why it’s beneficial to work with a dedicated product fundraising company that can take care of the customization process for you! Not only do they have the equipment, but they have access to long-lasting materials so that your donors get their money’s worth. 

There are many product fundraising companies out there to choose from online, so picking the right one can be a timely task. Here are some things to keep in mind as you’re looking for one to work with: 

• Look for a company that can be a true partner to your organization. The product fundraising company you decide to work with should have an excellent track record of stepping in to make the process easy for nonprofit teams. Don’t partner with a provider that leaves you in the lurch!

• Consider the quality of the products each company offers. If the company you’re interested in sells t-shirts, are they prone to shrinking when washed? Can their water bottles handle some wear and tear? To make sure your supporters love their branded products, you should only work with someone who sells quality items. 

• Take a close look at your earning potential. A branded merchandise sale won’t do your organization much good if it’s not earning you money! As you compare companies, look at the percentage of profit you’re projected to receive when working with them. 

This is just the tip of the iceberg when it comes to selecting a branded merchandise partner. In addition, keep in mind that certain providers specialize in making certain items that others don’t. So, you should do ample research to see which best fits your fundraising needs. You have countless options to choose from, so get searching!

Step 4: Figure out the logistics of selling your products.

At this stage, your nonprofit should know where you’ll be selling your merchandise, whether it’s online or in-person. Either way, you need to know the logistics for these platforms. 

If you’re selling merchandise online and knowledgeable about website design, then you can transform your own website into an eCommerce platform. If you’re looking for an easier approach, you can work with a dedicated product fundraising company that will set up a fundraising web store for you. 

Whatever you choose, you should prioritize a user-friendly design, affordable sign-up fee, and integration with your CRM so that you can keep track of who’s buying your custom merchandise. This data will inform your supply decisions through the campaign.

Conversely, an in-person fundraiser has different requirements. While you don’t need online fundraising software, it’s still extremely helpful to have a CRM to stay organized. The last thing you want is to not thank a donor because you didn’t have their information filed correctly. 

Something else to consider for an in-person fundraiser is the type of event you plan to host. Your requirements for a one-time popup fundraiser will be different from that of an indefinite sale at your facility’s front desk. Collaborate with your team to determine which format works well with your goals, and make it happen!

Step 5: Spread the word.

The final step for creating a successful branded merchandise fundraiser is attracting your buyers. While your existing supporters are easy targets, you should broaden your horizons to draw in more revenue and make your organization’s brand more recognizable.

A logical place to start is where people spend over two hours a day worldwide: social media. Hopefully, your nonprofit has identified social media platforms with potential and created a following with engaging content. Leverage your social media further to advertise your campaign with dedicated posts. Plus, you can show off your merchandise in other pictures on your feed so that your promotion continues.

You can also introduce a peer-to-peer fundraising element into your social media strategy. For example, you can incentivize donors to share their own donation pages that include a link to your online store. From there, you can gamify participation in a variety of ways to get outsiders interested in your merchandise and your organization as a whole. 

A crowdfunding approach also pairs nicely with a social media campaign. If you set a certain goal for your campaign on an external donation page on a crowdfunding platform, donors can choose how much they give on that page to win certain prizes. For example, a $15 donation will guarantee a hat, whereas a $20 donation guarantees a t-shirt. This is a great way to say thanks to your online donors. Plus, it’ll help newcomers see that other people agree with your mission and incentivize them to follow suit.

Social media is a powerful tool for online advertising, so employ as many tactics as possible to get your merchandise fundraiser the attention it deserves!

Tying Up Loose Ends

After your campaign has ended, it’s time to thank your donors and reflect on your success. Consider these questions as you wrap up your merchandise fundraiser:

• Was it a good use of our nonprofit’s time and resources?
• Would we do this type of event again with new designs and merchandise? 
• Did our partners provide satisfactory service and merchandise?
• Did our support base grow or shrink due to this fundraiser? 
• Which demographics responded well to this fundraiser? Which didn’t?

Once you’ve gauged your fundraiser’s strengths and weaknesses, you can decide if you’d want to duplicate it in the future. Hopefully, this type of campaign helps you match fashion with fundraising to bring in new donors with style.

About the Author

Debbie Salat

Debbie Salat is the director of fundraising activities and product development at ABC Fundraising(r) - Debbie joined ABC Fundraising(r) in 2010 and is responsible for launching over 6500 fundraising campaigns for schools, churches, youth sports teams and non-profit organizations all across the USA. With over 20 years of fundraising experience, Debbie knows the path to success for fundraisers which she shares with groups on a daily basis so they can achieve their fundraising goals.