The next time you attend a fund-raising event for an organization you feel proud to support, pay close attention to the promotional marketing items you see being used.
For example, you might see an eye-catching graphic banner installed near the entrance to the event location, or above a stage. There may be personalized wine charms around the stems of each wine glass as a future reminder of the spectacular dinner that is to be served. The wine glasses themselves may be etched with a logo. T-shirts may be specially packaged in a unique shape for a take-home gift.
Promotional items like these may be simple and functional, such as tote bags, pens, notepads, or ID badges, while other items may be flashy enough to steal everyone's attention.
Regardless of how big and flashy, or small and insignificant promotional items appear, their function is to remind everyone attending an event how important their individual support is. Promotional items function as a thank you gift as well as a constant reminder of the event and its purpose.
Most fund-raising events depend on repeat attendance every year, so therefore promotional items can sustain awareness of a fund-raising event for long-term growth of the sponsoring organization. If "customer loyalty" and "brand identity" are key factors to the success of a for-profit business, than a non-profit organization must also utilize these key marketing functions for longevity. It may be the difference between a one-hit wonder and a classic.
