In our previous post, we shared tips for designing eye-catching branded merchandise for your charity. Yet, creative clothing or stunning badges are only beneficial if you can get them in the hands of your supporters or donors. Effectively marketing your carefully created products is a critical component to maximise your fundraising, engage your supporters, and spread awareness of your mission.
In this post, we highlight three strategies to promote your charity fundraising merchandise, including online charity stores, events and pop-up shops, and via collaborations and partnerships. Read on for tips and examples to help you get the most out of your merchandise this year.
Launch (or Enhance) Your Online Charity Shop
Does your organisation have an online charity shop? If so, you’re aware of how an easy-to-navigate digital storefront can drive sales of your charitable merchandise. If not, it may be time to consider adding an online marketplace to your charity’s website. It’s all about meeting people where they are. And in the UK, slightly more people (35%) prefer to shop online compared to a physical store (26%).
Whether you’re launching a first-ever shop or looking to enhance and improve an existing digital store, there are a few best practices to keep in mind. First, make sure your store is user-friendly. Make it easy to find—include a link to your shop from your primary navigation bar and add the link to your various print and digital communications. Second, design a store that is visually appealing—you want your supporters to enjoy the entire shopping experience, from perusing your products to making a purchase. Third, optimise your pages with high-quality images and include detailed descriptions of your products. For example, your supporters will want to know if the product is made from recycled materials or if it was manufactured locally and ethically. And if you have customer reviews of your products, include those!
For inspiration, peruse the RSPB shop. We like the vast array of products available, from bird baths to puffin key rings to greeting cards. There’s something for everyone at every price point. We also appreciate the search functionality—a supporter can search by product type, ethics (like recycled or UK made), and packaging (like plastic-free). Or head over to The Donkey Sanctuary shop, where you’ll find bright and clear images and easy-to-read descriptions of the charity’s many branded products. The shop also features “collections” to encourage shoppers to peruse uniquely curated product lines, like exclusive designer ranges or themed meadow illustrations.
Have Fun with a Pop-Up Shop
While online stores offer global reach and a user-friendly platform, in-person events and pop-up shops are another highly effective marketing strategy. In-person gatherings are an ideal setting in which to showcase your merchandise and tell your story. If you have any events planned for this year—from physical challenges to gala dinners—consider adding a table or tent to display and sell your products. You can also gift branded merchandise to volunteers or participants, such as providing branded water bottles to racers, custom t-shirts to race volunteers, and medals to top finishers.
No planned events on the horizon? No problem! Pop-up shops are an increasingly popular way to create localised, interactive experiences, with minimal planning. They’re also fun! For example, the British Heart Foundation recently engaged teams of first-year students to set up pop-up shops to sell secondhand merchandise and raise money for the charity. The students learned valuable, first-hand business skills while contributing to an important cause. And students and supporters alike enjoyed the focus on secondhand goods and sustainable consumption. You might consider adding your own secondhand store alongside your next merchandise sale—and don’t forget to engage volunteers young and old to help you along the way!
Seek Out Collaborations and Partnerships
Another effective strategy to promote your merchandise—and your charity—is to look for partners and collaborators. Partners can amplify the reach of your charity and help you get your merchandise in front of more people and businesses. We mentioned The Donkey Sanctuary’s fabulous online shop above. It’s also a great example of an effective collaboration with a local textile artist, Poppy Teffrey. Together, the charity and Teffrey released an incredible line of whimsical, branded merchandise that is sure to raise the fundraising bar.
Ready to explore partnerships? First, take a moment to identify your potential partners. This might be a neighbourhood business or artist, a social media influencer, an elected official, a local athlete (perhaps even a returning Olympian!), or a compatible charity. Consider how you’ll partner with this individual or organisation. Will they help you design a product? Will they help you market it? Keep in mind that the best partnerships are mutually beneficial.
When you’re ready to contact your potential partner, clearly explain how the relationship will benefit them or their organisation. And remember, partnerships are an opportunity to get creative together—seek input and ideas from your collaborators. They might just have a brilliant idea to showcase your merchandise that your team hasn’t thought of. See this previous article for more tips on building better partnerships.
We hope this post inspires you to achieve your fundraising goals with effective marketing and promotion of your branded charitable merchandise. Whether you launch or enhance an online store, plan an impromptu pop-up shop, or establish a mutually beneficial partnership, there are countless ways to maximise your impact with affordable and achievable strategies.
Consider the tips we shared above or reach out any time to let us know how you’ll get the word out. As always, when you’re ready to get started with your charitable merchandise, our friendly design experts are just a phone call away!