Physical Collateral in the “Digital Age”
As a nonprofit, it can be hard to figure out what marketing materials are worth the time (and money) - especially when we lean so heavily on our digital presence and reputation. Depending on the mission and work of your organization, there are some physical marketing tools that have stood the test of time (even if they’ve had a few updates).
Here are a few that are worth the investment:
Rack Cards:
These cost-effective cards are a great way to provide information to potential clients, donors, and the general public. Printed on both sides, these cards use dynamic visuals to draw people in, can be placed in high-traffic areas (such as front desks and lobbies), and are small enough that people are more likely to pick one up and take it with them.
You can use rack cards to:
Provide an overview of your organization (including your mission and vision)
Promote a singular program, event or fundraising effort
Keys to a successful rack card:
Dynamic visuals, colors, and typography - just like a newspaper, the headline will be what draws people in!
Clear, concise messaging - make the purpose of this card clear, whether you are raising money for a specific effort, inviting people to your programming, or just letting people know what your organization is all about.
Accessible contact information - whether it’s your website URL, an email address, or even a QR code, make sure your contact information is easy to find
(If you find you can’t fit everything you need to convey on a rack card, the traditional tri-fold brochure is another great printed tool that helps spread information while remaining compact and easy to display and distribute.)
Business Cards:
From networking to marketing, nothing quite beats the power of the business card. High-impact and low-cost, these little cards are sure to help your organization’s visibility, and can be used for way more than just an individual’s contact information. Much like rack cards, business cards are the most successful when they are visually dynamic and coherent. They need to be distinctly branded and have easy to access contact information.
Here are some creative ways to utilize business cards:
Fillable Cards - Don’t have a lot of staff? Don’t want to order 100 cards for one person? You can create an organization card that has space for someone to put their personal information.
Informational Cards - These can be as simple as a logo on the front, and a QR code and/or a URL on the back. Promote the organization itself rather than an individual staff member.
Appointment Cards - If you’re an organization that provides services through appointments, these are a great tool for clients to hold on to as a reminder.
Monthly Program Calendar - For organizations with regular programs, these can be great mini-calendars.
Promotional Materials (“Swag”):
In addition to informational marketing tools, there are some great opportunities to establish your organization through promotional materials. After all - who doesn’t love swag? The trick is finding swag that doesn’t deplete your marketing budget.
Here are some great cost-effective options for swag:
Stickers - Believe me when I say people LOVE stickers. Even something as simple as your logo makes for a highly desirable piece of swag that makes your organization more recognizable.
Notepads/Pencils - Both popular and practical, notepads and sticky notes can be used by staff and given away as swag.
Magnets - A great long lasting item, magnets can range from simple to super informational.
Ready to design some collateral? I can help!
