Nonprofit Swag: Trash or Treasure?

Those of us who have been in the nonprofit sector for a while have seen enough branded swag to last a lifetime—tchotchke-filled goodie bags, paperweights, tote bags, foam stress relievers in a seemingly endless variety of forms, and so much more. 

While a good “thank you” is critical to donor and volunteer cultivation and stewardship, too often gestures of gratitude in the form of swag fail to deepen connections and may not be mission-aligned. Determining how nonprofits can best thank their closest friends and supporters takes special thought, since well-chosen words or objects will generate the most positive short- and long-term loyalty and additional investment. 

Two organizations that are doing it right are RAINN and Gulf Coast Runners. Both organizations sent me quirky gifts that felt great because they were aligned perfectly with their missions and my roles within them. RAINN, which advocates for sexual assault awareness and prevention, sent me a personalized handwritten thank-you note. Gulf Coast Runners, my running group in Naples, Florida, handed me a finish-line medal, made from a slice of wood with a leather tie, for completing the Picaynue 10-miler. At the end of my board presidency at The Arts Club of Chicago, the executive director gave me an artist’s limited-edition hand-signed bright-green paperweight inscribed with the word, “THANKS.” It still sits on my desk today–and has even appreciated in value!

An alternative way to thank supporters, donors, and volunteers is to offer an experience. Our client Dare2Tri has a “Start the Season” celebration, which has become a preseason brunch-time tradition for the paratri community. Typically held in Chicago’s West Town neighborhood, festivities include a fun run with Paralympians, raffles, food, drinks, and live music. While it may be more costly to stage an event, when done right and is in keeping with the nonprofit’s style, it’s arguably more memorable than a(nother) coffee mug. 

There’s another big reason why nonprofits need to be strategic about branded swag—too often, that tote, beer cozy, or pen ends up in the landfill rather than becoming a long-term memento. The environmental impact is not small: of the estimated $17-$25 billion spent on promotional goods by business, about 40% ends up being thrown away, according to one study. It’s even worse when you consider that most of that swag is made of cheap materials or unrecyclable plastics. And when donors realize that their funds are actually paying to support the creation of excess, it can backfire.   

As nonprofit leaders, we have an opportunity to enhance our connection with those who support us each time we select thank-you gifts or awards, and as we structure recognition ceremonies and fundraising events. Putting thoughtful consideration into gestures of gratitude and friend-raising is worth the effort. It’s also much healthier for the planet. 

What gifts and other forms of recognition from nonprofits have touched you the most?