By Melissa Donovan
Web to print’s (W2P’s) presence grows thanks to word of mouth and experience. Moving beyond traditional environments, a Web-based print ordering storefront offers potential for out-of-the-box uses. For example, nonprofits take advantage of its ease of use to entice donations.
While non-profit organizations may outsource printing, they still require control of donation websites and the products available on them. Today’s W2P solutions enable buyers not as familiar with the technology to easily adapt it into their workflow.
Internal Building
Cheryl Edwards, director, donor development, Habitat for Humanity, 13 years ago worked for the American Diabetes Association. During her time with the company, it launched a program that utilizes W2P to take and fulfill donor orders.
Fast forward to today. Jonathan Reckford, CEO, Habitat for Humanity, approached Edwards with a request to generate more online sales. Reflecting on her time at the American Diabetes Association, she felt a W2P solution might meet and eventually exceed the goal.
In response, she contacted Connects Marketing. After a presentation of its PremiumNow solution, the organization decided to integrate it into its existing website in 2009. It is now used for the Gifts from the Heart memorial program.
Donors make gifts online or via mail in honor or memory of a loved one. The tax-deductable donation goes towards providing building materials, supplies, and support for families who are in need of affordable homes.
Recipients are notified of the donation with a gift card—created using Connects Marketing’s solution. Cards are personalized based on occasion, recipient name, and delivery method. Once an order is placed and all of the variable information populated, the request is sent through the Web portal.
With its Gifts from the Heart program, Habitat for Humanity hopes to provide expedited customer service with a product that offers a greeting card look and feel, all while outsourcing the print and fulfillment part of the equation. PremiumNow allows them to do just that.
Successful Nonprofit at Work
Habitat for Humanity is an example of a successful out-of-the-box W2P user. Thanks to Connects Marketing’s PremiumNow solution, the nonprofit’s online donations are complemented by a professional looking gift card that is also personalized to the occasion and name of the recipient.
The solution has yet to reach its full potential and the nonprofit has plans to leverage its W2P capabilities even further. dps
