The nonprofit sector is in an enviable position from a brand perspective. Most nonprofits start with a positive brand association out the gate. And once a donor is acquired, they can be very loyal if treated well. But getting people attached to your organization and actively supporting your goals can be a tricky — and sometimes costly — endeavor.
What we’ve found is that jewelry is a unique way for nonprofits to not only grow short-term revenue, but drive organizational loyalty and cause-awareness. This isn’t going to surprise you coming from a jewelry company, but we’ve heard the same thing from a number of nonprofit clients: colorful silicone bracelets just aren’t cutting it for large or recurring donors. Unique, thoughtful jewelry that reflects their brand can make a tremendous difference when targeting the right donors.
Jewelry builds brand awareness
Jewelry can be worn every day, whether someone puts it on every morning out of habit or never seems to take it off. For any organization, this is an exciting prospect: donors and advocates can show off their commitment to you and your work in a way that fits seamlessly with their existing style.
Imagine a beautiful silver necklace with a single waterdrop design that reflects your commitment to drilling wells. Far beyond building a stronger relationship with your donor, the piece sparks conversations with friends, family and co-workers as they inquire about the beautiful new piece of jewelry. Your donor is reminded of their relationship with you while they spread the word about your organization and cause. Jewelry effortlessly turns donors into passionate ambassadors for your cause.
Jewelry can help raise revenue
Jewelry is also a great incentive for donors. There are a few ways any organization can incorporate jewelry into their mission.
Direct jewelry sales are, of course, the most straightforward option. A beautiful piece inspired by your brand can be a wonderful way for a donor to feel connected to your mission, and the margins on jewelry can be significantly better than the usual swag. Another great way to use jewelry to increase revenue, especially with higher-end gold or platinum pieces, is to offer the piece as an incentive to a certain donor tier.
Some nonprofit customers have even incorporated jewelry directly in their mission. At 4oceans, every bracelet purchase means one pound of trash is removed from the ocean and coastlines. On top of that, their bracelets are made from recycled materials for a real win – win.
Jewelry enhances brand loyalty
People attach themselves to nonprofits as they are moved by their stories or missions. This strong connection gives you the unique opportunity to better cement your cause into your donors’ lifestyle. By giving them the opportunity to own jewelry pieces they’ll wear daily — pieces that remind them of you and your mission — you further integrate your organization into their lives. More than the usual branded swag, unique jewelry is high-quality and beautiful: something people will want to wear over and over. Many donors will invest in multiple pieces in your collection, both for themselves and as thoughtful gifts to engage others in the cause.
Jewelry helps you stand out
In a crowded market, nonprofits today realize they need to stand out more than ever. Jewelry is a great way to differentiate your nonprofit organization from the rest by giving donors a new, unique and beautiful way to continue to support your mission.
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