Focus On: Merchandising: Show 'Em Your Wares

Marketing and creative
The Southwest Indian Foun-dation uses about 25 percent of the space in its catalog to tell its story and explain its mission. Profits from catalog sales join other donations to fund social action, education, job training, household necessities and arts development, etc., for Native American peoples. From a catalog space/cost perspective, one could argue that the extensive and expensive space that’s now being filled with copy would be better used for product photos and depictions. Nonprofits must abide by certain IRS regulations if they want to maintain their 501(c)(3) nonprofit status. But equally as important, this space has been proven to yield considerable donations in addition to product sales.