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Opportunities in the Non-profit Market

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For most print service providers, their biggest challenge is identifying and capturing new clients – especially in this highly competitive marketplace. One often overlooked strategy is looking to …

For most print service providers, their biggest challenge is identifying and capturing new clients – especially in this highly competitive marketplace. One often overlooked strategy is looking to vertical markets for new revenue opportunities. To better assess your capabilities to serve vertical markets, you need to first understand their behaviors and service needs.

This presentation on the Non-profit Market is part of a series of PowerPoints created to help you better understand, and target, six of the highest value verticals according to InfoTrends.

Let’s get started. Do you have any non-profit clients in your portfolio? If not, you may be missing out. There were 1.57 million non-profit organizations registered with the IRS in 2010.

Brought to you by Mohawk MakeReady, this presentation can be used for your internal training purpose

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  • For most print service providers, their biggest challenge is identifying and capturing new clients – especially in this highly competitive marketplace. One often overlooked strategy is looking to vertical markets for new revenue opportunities. To better assess your capabilities to serve vertical markets, you need to first understand their behaviors and service needs. This presentation on the Non-profit Market is part of a series of PowerPoints created to help you better understand, and target, six of the highest value verticals according to InfoTrends. Let’s get started. Do you have any non-profit clients in your portfolio? If not, you may be missing out. There were 1.57 million non-profit organizations registered with the IRS in 2010. Brought to you by Mohawk MakeReady, this presentation can be used for your internal training purpose
  • The nonprofit market includes a wide range of entities, from such well-known organizations as the United Way and the Make-a-Wish Foundation to trade associations, alumni associations, book clubs, local charities, and private foundations. The segments of this market are: Non-profit Segments: NAICS 813410 – Civic and Social Organizations NAICS 624190 – Other Individual and Family Services 501(c)(3) IRS registered organizations MakeReady Tip: Despite their national footprint, most of these organizations have local chapters with decision-making authority.
  • The top three categories of Non-profit groups by size and revenue are: public charities, private foundations, and other organizations such as recreational clubs. A simple way to get started in targeting this vertical is to align your efforts with your interest. Do you enjoy the arts? Perhaps you’re involved in a particular cause organization, such as the Autism Society. If you have a strong affinity to a particular organization, it will help you position yourself as more than just a print partner to the organization. MakeReady Tip: To start, align your efforts with your interests to establish credibility and a personal connection.
  • The non-profit segment faces many challenges that ultimately provide opportunities for print service providers. Two of these primary marketing-related challenges include staffing (many have part-time volunteers) and fundraising. As far as staffing goes, position your company as the outsourced marketing partner for the organization to help alleviate this challenge. Think about what you can offer. Can your company provide managed campaign services? Project management? Targeted e-mail? Fundraising offers one of the most valuable opportunities for your company. It plays to the strength of digital printing and personalization with variable data to a tee. The non-profit segment is usually data rich, so providing ideas on how you can better implement and utilize their data to target users and increase ROI is an effective sell. Be unique. Think out of the box beyond simply variable addressing.
  • Did you know that the average annual external print spend in the non-profit segment is $47,000? This could be annual revenue coming into your business. Where is this revenue going now? A recent InfoTrends study indicates that 79% of the business is going to commercial printers, 32% to Office Super Stores, 23% to Franchise Printers, and 50% to self-serve copying and printing services. Two takeaways from these numbers: 1) non-profits are using different vendors for different types of jobs, and 2) all of these types of print providers utilize digital equipment. Shockingly, only 18.4% of Non-profit promotional materials are personalized… even though over half of non-profits agree that personalization improves recipient response rates. This is an excellent opportunity to sell the benefits of variable data printing through digital. MakeReady Tip: Sell the value of personalization. A majority of non-profits believe in its effectiveness.
  • Non-profit organizations have a wide variety of marketing communications needs. All of these needs provide a tangible opportunity for your company’s services. Looking specifically at print collateral, organizations are producing things like: Enrollment material Subscription newsletters Periodicals Fundraising packets Project briefs Museum guides Donor communications
  • If a non-profit client produces all of these marketing communications materials, how can your printing business capture some of this business? You can bring something more than just your capabilities. You can bring value. One way to differentiate your company is to provide unique materials that enable higher value printed products to be created. Mohawk Bravo Digital Substrates can help you provide this value to your non-profit customers. We discussed ‘Museum Guides’ as a type of print collateral being produced by some non-profit organizations. Here are some specific examples of how new Mohawk Bravo Digital Substrates could be used for this type of application and environment. Synthetic Materials - Select moisture, wear resistant PVC or Polyester sheets for durable pocket maps of the museum. Pressure Sensitive Materials - Create a kids sticker scavenger hunt throughout the museum or wall cling exhibit signage. Magnetic Materials - Get a charge out of our magnetic materials! Create a special museum exhibit magnet for all of the taxis in the city. Embedded Card Materials - Any of these can be used in thank you cards, membership rewards cards, or to promote discounts at the gift shop. Mohawk Bravo Synthetic Materials are designed for the entire range of digital color production presses including those using high heat to fuse toner as well as HP Indigo ElectroInk. For more information, visit www.mohawkpaper.com/bravo
  • Now that we’ve discussed tangible applications you could sell into this market, let’s take a look at customer case study. The Girl Scouts of America’s cross media campaign called ‘Support and Sash’ had two primary objectives. First, they wanted to e ngage alumni to develop a network of donors for future campaigns. Secondly, they wanted to collect donations and build a database of new alumni. They worked with a print service provider to establish an integrated campaign with the following components: Variable Data Direct Mail, E-mail, Personalized URLs, Social Media Outreach, and Telemarketing. (This full case study can be found at www.PODi.org.)
  • The marketing mix definitely helped play a role in making this campaign a success. Not only did they capture data on new members, they also grew the average donation from a mere $50 to $250 dollars… a 20% increase! Both of their objectives were satisfied by their efforts. Customer satisfaction not only makes it easier to gain repeat business, but it can help you win similar business from new clients. Explain the potential ROI of a project to help sell. Use data and real examples to demonstrate how you have helped your clients achieve their marketing goals. MakeReady Tip: Use case studies of your existing clients to help win similar business from new clients, particularly if they are in the same vertical.
  • The Non-profit market provides numerous revenue opportunities for you to capture. It really boils down into these three main needs for this market that your company can address: Donors want and need engagement. Cross-media marketing solutions can create multiple ongoing touch points. Data collected on contributors can be parleyed into personalized, intelligent data-driven donation/marketing campaigns. Demand for cross-media marketing services is on the rise, and many of these volunteer-based organizations need access to a single vendor that can support all channels: direct mail, e-mail, social media, and others.
  • Digital Printing is changing… and fast. That’s why we created Mohawk MakeReady. A go-to place for guidance, insights and tools to keep you prepared for what’s next. There’s a reason we named this service MakeReady … a little irony, too. Taking a familiar industry term in a new direction. Mohawk MakeReady offers ways for you to make more efficient use of your time, material, people and entrepreneurial energy. To grow your digital printing business, you need to be prepared – with actionable information tools – so your team can implement best business practices, craft effective sales strategies, and create opportunities to use and promote new high-value products. As a leading manufacturer of digital substrates, Mohawk brings you practical wisdom gained from our experience in sales, marketing, production and operations. With how-to articles on marketing your business, videos on topics like precision sheeting, and PowerPoint presentations showcasing how to identify sales opportunities. All strategies you can put to work today. Talk to us. Let us know what’s on your mind. Mohawk MakeReady. Dedicated to making you ready for the exciting future ahead.

Transcript

  • 1. A vertical focus for approaching new clients September 2011 Research by InfoTrends 2011
  • 2. The Market Defined Companies you’re familiar with The nonprofit market includes a wide range of entities, from such well-known organizations as the United Way and the Make-a-Wish Foundation to trade associations, alumni associations, book clubs, local charities, and private foundations. Source: InfoTrends 2011
  • 3. Top 3 Non-profit Groups by Size, Revenue
    • Public charities
      • Arts, Education, Health Care, Human Services
    • Private foundations
    • Other organizations
      • Social and recreational clubs, athletic clubs
    Source: InfoTrends 2011
  • 4. Fundraising: Tends to usually be the primary goal Staffing: Can be a headache for the non-profit segment
  • 5. Did you know that the average annual external print spend in the non-profit segment is $47,000? According to InfoTrends… Source: InfoTrends’ Capturing the SMB Communication Services Opportunity 2009
  • 6. So, what are they producing? Non-profit organizations have a wide variety of marketing communications needs. All of these needs provide a tangible opportunity for your company’s services.
    • Fundraising campaigns
    • Marketing campaigns
    • Event promotions
    • Variety of print collateral
    • Email marketing
    • Some SMS/Mobile marketing
  • 7. Bringing More Value One way to differentiate your company is to provide unique materials that enable higher value printed products to be created. Mohawk Bravo Digital Substrates can help you provide this value to your non-profit customers.
  • 8. Girl Scouts of America: Non-profit Case Study
  • 9. Campaign Results
    • Total response of 8.2% with unique individual response of 4.9%
    • 31% of respondents made a donation
    • Average donation increased from $50 to $250
    • Grew Facebook Cause page to include new members
    • Collected referrals from the “refer a friend” function
    Source: PODi.org
  • 10. Why You Should Consider Pursuing this Market The non-profit market provides many revenue opportunities for you as a print service provider. The opportunities include these key products and services:
    • Campaign management
    • Database management
    • Data-driven personalization
    • Cross media services
    • High-quality digital print
    • Mailing & Fulfillment
  • 11. Mohawk MakeReady provides practical tools and actionable information for digital printers like you. We can help… Visit: www.MohawkMakeReady.com for more tools, to request a meeting, or to join the community.