For not for profit organisations, gifts and donations represent a major portion of their annual revenue. Furthermore, tax deductions for gifts and fundraising provide not for profit organisations with additional amounts of revenue every year by enabling them to claim back the tax that’s payable on these income sources.
In other cases, not for profit organisations have marketed themselves as gift options, recommending that customers make a charitable donation as a gift to friends and family. The Born Free Foundation’s WildChristmas campaign in 2015 is a prime example of this. The campaign encouraged people to adopt an animal or make a donation for Christmas, capitalising on the charitable atmosphere of this time of year.
Not for profit organisations can maximise the aforementioned benefits of donations and gifts by using Shopify, the highest ranking ecommerce platform on almost every conceivable scale according to E-commerce Platforms, to ensure that they- and the cause(s) they represent- get the most out of this spirit of generosity.
Detailed below are but two examples of how not for profit organisations can use Shopify to reach their target revenues:
Using E-Gift Cards to Secure a Connection
To purchase a gift card for someone shows that you understand them; you know their likes and dislikes, and the causes that are important to them. Gift cards are, therefore, an ideal form of giving, as they speak to their recipients on a more personal level.
From the point of view of the not for profit organisation, these gift cards secure a connection with the recipient in a way that cash cannot. The recipient of the gift may already be aware of the cause you stand for and the charitable services you provide, but they also have a busy life and that can get in the way.
We might plan to use our cash for one thing. But when a bill or other unexpected expense rears its head the plan is changed. With a gift card there is no danger of this. The purchase or donation is locked in, as is the connection. This connection can then be nurtured.
An example of this in action in the not for profit sector is UNICEF’s ‘Inspired Gift’ range. The charity behemoth uses a hybrid strategy of physical and digital gift cards to garner revenue to support niche causes e.g. malnutrition. Furthermore, by assigning priority labels to different cards, UNICEF is able to encourage and funnel donations to causes which require greater, or more immediate, funding.
The Diverse World of E-Content
It is a common misconception that, because something is physically intangible, it somehow carries no worth. The digital landscape of the internet is, however, challenging this assertion- and winning. The prevalence of ebooks, videos, and digital magazines in today’s market alone are a testament to this.
By using e-content, you are avoiding the logistical issues associated with the delivery and distribution of physical content, without compromising on the quality of the items being delivered.
For not for profit organisations, developing a narrative to show their donors are driving change, and providing a positive difference to the issue at hand can be supported by an ebook or collection of videos which show the donor how their contribution is being used. This can be provided for free or at a cost you deem reasonable, and is an excellent way to strengthen a connection with an existing donator. Amnesty International, for instance, uses Shopify to sell an assortment of products, including ebooks, that provide interested parties with information concerning human rights, and the active role their organisation has taken within this field.
Alternatively, not for profit organisations can develop novel takes on traditional forms of e-content to mobilise younger audiences. Art and design company, Holstee, for example, sells subscriptions through which their customers receive physical art pieces and products, as well as e-content which supports the company’s manifesto and philosophy.
Ultimately, the forms that e-content can assume are virtually limitless. The only decision you have to make is which type of e-content will best complement your organisation’s philosophy and target revenue.