Focus On: Merchandising: Show 'Em Your Wares
Nonprofit organizations that rely on catalogs and other retail vehicles to boose donations and further their missions can take some lessons from the for-profit world.
In conclusion
Non-profits have made good use of catalogs and fulfillment for fund development, donor solicitation and mission advancement. But merchandising and mailing catalogs means that you have to run the operation by the rules and metrics of businesses in the for-profit world.
Curt Barry is president of F. Curtis Barry & Co., a consultancy specializing in direct marketing operations and fulfillment, business strategies and benchmarking. E-mail him at cbarry@fcbco.com.
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