opportunities in the non-profit market
DESCRIPTION
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 purposeTRANSCRIPT
September 2011 | Opportunities in the Non-profit Market
A vertical focus for approaching new clients
September 2011
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Research by InfoTrends 2011
September 2011 | Opportunities in the Non-profit Market
Companies you’re familiar with
The Market Defined
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.
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Source: InfoTrends 2011
September 2011 | Opportunities in the Non-profit Market
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
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Source: InfoTrends 2011
September 2011 | Opportunities in the Non-profit Market 4
Fundraising:Tends to usually be the primary goal
Staffing:Can be a headache for the non-profit segment
September 2011 | Opportunities in the Non-profit Market
Did you know that the average annual external print spend in the non-
profit segment is $47,000?
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According to InfoTrends…
Source: InfoTrends’ Capturing the SMB Communication Services Opportunity 2009
September 2011 | Opportunities in the Non-profit Market
Non-profit organizations have a wide
variety of marketing communications
needs. All of these needs provide a
tangible opportunity for your
company’s services.
So, what are they producing?
• Fundraising campaigns
• Marketing campaigns
• Event promotions
• Variety of print collateral
• Email marketing
• Some SMS/Mobile marketing
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September 2011 | Opportunities in the Non-profit Market
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.
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September 2011 | Opportunities in the Non-profit Market 8
Girl Scouts of America:Non-profit Case Study
September 2011 | Opportunities in the Non-profit Market
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
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Source: PODi.org
September 2011 | Opportunities in the Non-profit Market
The non-profit market provides many
revenue opportunities for you as a
print service provider. The
opportunities include these key
products and services:
Why You Should Consider Pursuing this Market
• Campaign management
• Database management
• Data-driven personalization
• Cross media services
• High-quality digital print
• Mailing & Fulfillment
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September 2011 | Opportunities in the Non-profit Market
Mohawk MakeReady provides practical tools
and actionable information for digital
printers like you.
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We can help…
Visit: www.MohawkMakeReady.com for more tools, to request a meeting, or to join the community.