Merchandising to Build Brand
Merchandising to Build Brand
Jan. 24, 2006
By Abny Santicola, associate editor, FundRaising Success
For Habitat for Humanity, merchandising is less a fundraising vehicle than a part of its brand-building efforts.
"The primary focus of our branding is raising awareness and communicating our cause," says Angela C. Johnson, partner resources manager at Habitat. "Every time a person sees our logo on something, there is an opportunity to spread our message. Most people know we build houses, but most people don't know how we do it or that our mission is to eliminate poverty housing. Each question about our logo on an item opens the door to communication."
The public is made aware of Habitat for Humanity merchandise through the online store; advertising in the organization's quarterly magazine; newsletters; and sales at special events, conferences and trade shows, Johnson says.
One of the biggest challenges is finding the right merchandise, namely, not using merchandise that has a negative connotation or images the organization wouldn't want to be associated with.
"We must ensure all merchandise is both reflective of our message as well as affordable and desirable to our supporters," Johnson adds.
Johnson also shares the following tips for organizations looking to start or expand merchandising efforts:
- Know your audience. "Some items may be very popular in the general public but are not popular with core supporters. To bear expense on such items would be to waste valuable resources. The end use and user must be considered in any branding decision."
- Define the message to be conveyed, and don't let that message get lost in the design of the merchandise. "The merchandise must act as a communication tool."
- Get referrals for reputable vendors from other nonprofits that already are actively merchandising.
- Keep the assortment of products narrow at first. "Find 'core' items to start and then expand once demand and sales history is assessed."
- Be prepared. "Before the first item is purchased for sale, have a marketing/promotion plan ready. It won't do any good to have great stuff that no one knows about."
Angela C. Johnson can be reached via http://www.habitat.org
