|Once upon a time, nonprofit organizations had to walk the line between creating professional looking, eye-catching print pieces and low-cost, low-flash print pieces to see fundraising results. The general thought being, “We want to look like we have money, but not so much money that people sense there is no need to donate.”Today, however, that’s no longer necessarily the case. New printing technology and processes make affordable and beautiful printing accessible to just about any budget. Things like digital printing that allows for smaller runs, and online print vendors who can pump out print projects with lower overhead costs than mom and pop shops, all make it easier for nonprofit communicators.Suddenly, glossy no longer needs to equate to expensive. But with more choices in print vendors than ever before, marketers need to be more thoughtful in choosing vendors—online vs. local, which printing processes to go for, what finishes are most cost-effective.|
Nancy Schwartz, nonprofit marketing expert, advises nonprofits to look beyond design and print production values to the real objectives of print communications. Before seeking quotes from anyone, she recommends asking these questions to help guide the creation and production of any print piece:
Additionally, print experts also advise considering the following to keep printing both appealing and cost-effective:
By utilizing the latest in print processes and technology, your nonprofit can print marketing pieces and fundraising appeals that look nice and save money. Who knows, maybe those unspent dollars could even go to use to further enhance mailings by turning them into something special—add a gift, like a logo’d tote or lapel pin to encourage giving. Or, use extra funds to thank top-tier donors with an extra special gift like a branded portable electronics case or a spooner mug.
Whether you go glossy or stay matte, approach printing with a new eye. You’ll be the hero of the marketing team and the saver of the budget!
Schwartz, Nancy. “Balance Quality and Budget in Your Nonprofit Marketing Materials.” Nonprofit Marketing | Getting Attention. Web. 29 Jan. 2011.
“Ten Ways to Cut Your Printing Costs.” El Paso – Allegra Home. Web. 09 Feb. 2011.
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